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What is Ad Targeting

Chapter 7
Impacts of Online Advertising on Business Performance
Ad targeting refers to the selection of potential customer groups to which an advertisement will be displayed. This specification of the ad’s audience is done using targeting parameters including demographic and geographic information, interests, and device preferences. Conversion: Conversion refers to a desired action performed by a consumer as a reaction to an advertisement or other marketing effort. The desired action can take many forms including the purchases, membership registrations, newsletter subscriptions, and application downloads.
Published in Chapter:
Reaching Your Customers Using Facebook and Google Dynamic Ads
Tereza Semerádová (Technical University of Liberec, Czech Republic) and Petr Weinlich (Technical University of Liberec, Czech Republic)
Copyright: © 2020 |Pages: 23
DOI: 10.4018/978-1-7998-1618-8.ch007
Abstract
Dynamic Product Ads (DPAs) and Dynamic Search Ads (DSAs) represent a type of online advertising primarily used for remarketing purposes. However, more and more advertisers can use DPA for acquisition campaigns as well. Dynamic ads are an integral part of the marketing strategies of all large e-shops and companies that have a product or service catalog. Dynamic advertising reduces the time and effort put into the creation of online advertisements and provides the highest level of personalized targeting possible. With a product catalog and a properly set pixel or tracking code, it is possible to create individually customized ads within seconds. This chapter tests the effectiveness of DPAs and DSAs within the context of the two greatest advertising platforms, Facebook and Google ads, and compares their performance against the manually optimized ad sets.
Full Text Chapter Download: US $37.50 Add to Cart
More Results
Chapter 6
Optimization Models in Google Ads Campaigns
Ad targeting refers to the selection of potential customer groups to which an advertisement will be displayed. This specification of the ad’s audience is done using targeting parameters including demographic and geographic information, interests, and device preferences.
Published in Chapter: Optimization Models in Google Ads Campaigns; From: Impacts of Online Advertising on Business Performance
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 14
Calculation of Facebook Marketing Effectiveness in Terms of ROI
Selection of potential customer groups to which an advertisement is going to be displayed. This specification of the ad´s audience is done via targeting parameters including demographic and geographic information, interests, or device preferences.
Published in Chapter: Calculation of Facebook Marketing Effectiveness in Terms of ROI; From: Leveraging Computer-Mediated Marketing Environments
Full Text Chapter Download: US $37.50 Add to Cart
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