Temporal targeting
This method includes frequency capping and limiting how often advertisements are shown. With frequency capping, advertising within an ad network only appears to a user a limited number of times. You can also restrict the absolute number of times an ad is displayed per user. This way you can avoid bombarding users, especially those who reject your content or barely notice it. In addition, it is possible to limit your ad’s display time, ideally to certain days or times when the majority of your target group is online. This is how you get the most out of your campaign.
Regional targeting
Geo targeting takes the user’s location into account in relation to your offer. Regional service providers such as artisans or events such as trade fairs benefit from a site-specific strategy. For example, if you are looking for a locksmith, the results will suggest services close to your own location. Regional vendors avoid scattering loss because they limit themselves to their real customer base. Regionally limited advertising also makes sense in media offers whose copyright is regulated differently from one country to another. You can define the catchment area to continents, countries, individual cities, or even districts.
Bandwidth targeting
With this strategy, you can set the bandwidth at which your ad appears. If your smartphone or device has slow internet access, detailed banners or videos will increase upload times. In some cases, browsers even abort the download process, which is annoying and disrupts your time online. It also means that your ad isn’t seen by the audience. Broadband surfers, on the other hand, are able to see funny videos or informative banners.
Compatibility targeting
The appearance of websites differs depending on the browser and operating system being used. In addition, devices such as PCs, tablets, or smartphones all differ in size and format. Customize your ad banners for popular formats and browsers so they look good no matter which device is used. As a provider, it’s helpful to know which operating system is used most frequently so that you can design the banner ad for this system. Others, such as software developers, customize the content of ads to the operating system. Do potential customers use Windows, Mac, or Linux? Relevant advertising offers products that are compatible with the respective operating system or indicates which updates can be performed. If your audience only browses with Chrome or Firefox, it’s sufficient to distribute the ads for these browsers.
Keyword targeting
Keyword targeting is a marketing method that presents users with promotional content based on their search input and helps with search engine advertising (SEA). Beforehand, you have to select individual keywords relating to the advertised product. You set these as target keywords when you book your campaign in the ad network. As soon as internet users enter these words into the search engine, your advertisement will appear in the results. For example, if you’re offering a travel package including flight and hotel in Tenerife, you should select related keywords such as 'beach vacation', 'snorkeling in Cancun', and 'Cancun flight'. When users search for 'snorkeling' and 'Cancun', they will receive your offer as sponsored content or as a sponsored ad in the search results – providing the ad is tailored enough and there isn’t competition for the best position in the search results.
Contextual targeting
Contextual targeting doesn’t display ads according to individual search words or phrases. Instead, the method focuses on the interest surrounding a topic that potential customers are focusing on. That’s why this involves placing ads on websites that match the topic. Topic-relevant keywords are especially important. This screenshot from the web EatSmarter! shows banners and text ads in an article dedicated to healthy eating on a budget.