Help Center Manage Your Account Ad Targeting using Restrictions

Demographic Targeting

If your website collects information about users, you can serve targeted ads to these registered users. This article describes the process to implement demographic targeting and user profile targeting.

Common Demographic Targeting Dimensions

1. Gender: Male, Female
2. Age: under 18, 18-34, 35-49, 50+
3. Ethnicity: Asian, African-American, Caucasian, Hispanic
4. Income: Under $30k, $30k - $60k, $60k - $100k, $100k+
5. Size of Household: 1, 2, 3, 4+
6. Number of Children: 0, 1, 2, 3+
7. Education: High School, College, Graduate School

Examples of Demographic Targeting

• Display sport-related ads to Male users, age 18 to 34
• Display ads about high-end fashion to Female users with an annual income of $60k or higher
• Display family-oriented ads to users with at least one child

User Profile Targeting

If your website collects other information about the user, you can use these custom dimensions to display targeted ads.

Examples of User Profile Targeting

• If you have a monthly newsletter and you know this person is not in the mailing list yet, you can display ads to convince the person to opt-in to your monthly newsletter.
• If a person lists Entrepreneurship, Marketing and Technology as his/her interests, you can display technology-related ads.

Implementation

To target ads based on user demographic and profile, target keywords are defined for an ad. For example, ad HighEnd-Fashion-Deals has the following target keywords:

• Show if the serving code has these keywords GenderFemale, AND
• Show if the serving code has these keywords IncomeOver60k

On each page, your website passes in the gender and income value into our serving code. For example:

• For a male, income $60k+ user: &keywords=GenderMale+IncomeOver60k, this ad will not display.
• For a female, income $30-60k user: &keywords=GenderFemale+Income3060, this ad will not display.
• For a female, income $60k+ user: &keywords=GenderFemale+IncomeOver60k, this ad will display.

Other Articles in Ad Targeting using Restrictions

• Companion & Competitive Positioning
• Frequency Capping
• Maximum/Target Quotas
• Over-delivery above the maximum impression limit
• Restriction Status Notification
• Restrictions for an ad, zone, campaign or group
• Showtime/Date Restrictions
• Start/End Date
• Target ads by placement URL or referring URL
• Target ads by visitor city
• Target ads by visitor country
• Target ads by visitor language
• Target Keywords
• Time Capping

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