The targeting you can use depends on the ad format you pick when you create a campaign. The campaign page only shows the settings that apply to your format. Within a format, you can combine settings to reach exactly the traffic you want.
Pop-under, Push, Display, Native and Video
All of these are under Targeting on the campaign page. Each group's header shows how many rules you've set, and some also show how much reach you lose.
- Location: Allowed Countries and Blocked Countries, States / Provinces (including all US states), Cities, Zip/Postal Codes and Geo Radius around a point on a map.
- Devices: device type, operating system and version, allowed or blocked device models, and browsers.
- Network & Carrier: connection type, network generation (2G to 5G), carriers, ISPs and ASNs.
- Audiences: retarget people from your audiences, or exclude them. See Retargeting and suppression with Audiences. You can also import your own customer list; see Importing your own audience data.
- Content Features:
- Brand safe traffic only
- Categories and Types of site, each set to Any, Only these or Exclude these, with a live Matching traffic bar
- Show on: All, Sites or Apps
- Language
- Up to 5 Campaign IAB Categories
- Viewability: a Minimum Viewable % that skips placements where ads are rarely seen. See Minimum Viewable %: buy only placements where ads are seen.
Under Inventory you also control where your ads run:
- Placement Options: allow or block IPs, placements (SubID), domains, site IDs, apps, URLs and keywords, or attach an AI Search list.
- Supply & Deals: traffic type (Mainstream, Adult or Mixed), allowed and blocked SSPs, and private deal IDs.
- Supply Diversification: the maximum share of your spend any one supply partner can take.
Under Scheduling you set the Flight Dates, days and hours (Schedule Ads) and Frequency Capping. You can also block specific placements from Blacklists in the left menu.
Google, Microsoft, Facebook, Instagram and ChatGPT
These campaigns run on the platforms' own networks, so they use the targeting each platform offers:
- Google Search: Keywords, Languages, Devices, Demographics (age and gender), Location with map radius, and Political Advertising.
- Microsoft Search: Keywords, Languages, Devices, and Location with map radius.
- Google Display: Languages, Devices (including TV screens), Demographics, Location with map radius, Websites & Apps, and Political Advertising.
- Google Demand Gen: Languages, Devices, Demographics, Location, Where ads show (YouTube, Shorts, Gmail, Discover), and Political Advertising.
- Google PMax: Languages, Devices, Location, and Political Advertising.
- Facebook and Instagram: Languages, Devices, Demographics, Interests, and Location with postal codes and map radius.
- ChatGPT: Context (topics and questions), Platforms (web, iOS app, Android app), and Location (countries and regions).
See Running Google and ChatGPT ads from PPCmate.
A word of caution
Every layer you add narrows the traffic available to you. If a campaign isn't delivering, targeting that's too narrow is a common cause. Run Campaign Health Check to confirm.