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Targeting Options – Which One Is the Best for Achieving Brand Awareness?

Targeting Options

There are so many targeting options when it comes to online advertising, it can be hard to know which one is best for your brand. What’s the difference between demographic and behavioral targeting? How effective is retargeting? And what’s the best way to use audience data to reach your target consumers? In this blog post, we’ll break down all of these targeting methods and help you decide which is best for you.

What is brand awareness?

Brand awareness may seep into customers’ daily lives and purchasing habits so that they are automatically drawn to buy your product or service.  It’s created when customers recognize your company and product or service, whether it be from an ad they saw on TV, a friend’s recommendation, or simply stumbled upon while browsing the internet. Brand awareness is extremely important for all businesses as it sets the foundation for future marketing strategies and can increase sales in the long run.

Why Is Brand Awareness So Important?

It is important for a business to build brand awareness as it gives customers a reason to return time and again. Brand awareness is the first step in developing strong customer loyalty, which can be extremely beneficial for businesses.  Brand awareness is also important for increasing sales.  Here’s why building brand awareness is important.

Why Is Brand Awareness So Important?

When Your Brand Becomes Reliable

Brand awareness is the first step in establishing brand trust. Your brand is the face of your business, which consumers come to associate with. Your brand’s personality and the opportunity to be genuine, express opinions, and tell a story are all benefits of branding efforts. Loyal customers are more likely to stick with your product or service, even during difficult times, and are more likely to refer your business to others. When a customer is familiar with your brand, they are more likely to trust it and are more likely to purchase from you.

Associate Products and Services of Your Niche with Your Brand.

When consumers have more awareness of your brand, it gets associated with the products/services you offer. Your brand can become synonymous with a product/service. Look at Google. When you want to look something up on the internet, you “Google” it instead of “searching” for it. That is how powerful increased brand awareness can be.

It builds brand equity.

The concept of brand equity is one that has been discussed many times in the business world. It’s a term used to describe how much a company is worth, which is determined by consumers’ interactions with and general view of it. Positive experiences and perceptions all contribute to brand equity, as do negative ideas. The more positive brand equity, the better for business.

What Are the Targeting Options?

Brand awareness helps a business in various ways. However, if your marketing efforts fail to raise brand awareness it will impact your business immensely. Every digital marketing strategy includes a sound advertising plan. And digital advertising is best used with targeting the right audience.  Achieving brand awareness through targeted advertising is a process that starts with understanding your customer. Once you know their needs and wants, you can create ads that are relevant to them. There are many targeting options available, each with its own set of benefits. Let’s take a look at them. 

What Are the Targeting Options?

Affinity Targeting

Affinity targeting is the process of locating audiences that have already shown interest in your product. As a result, you’ll have a greater chance of converting them into consumers and generating more revenue for your business. One of the key benefits of affinity targeting is that you may build your own affinity audiences to target, giving you an advantage over your competition.

Google Ads Display Targeting

Google Display Ads run on websites and applications that are part of the Google Display Network. With over 2 million websites and applications in the network, this option can have a large reach. What’s fantastic about employing Google Display Ads for brand awareness is that you may target your audience based on their interests. Demographics can also be targeted using Google Display Ads, including age, gender, and more including the kind of device they’re using.

Contextual Targeting

Contextual targeting is a form of advertising that targets individuals who have expressed an interest in a subject matter. This is accomplished by including keywords or subjects pertaining to your business, product, or service. Contextual targeting is one of the most effective techniques for increasing brand awareness as it enables you to advertise to individuals who are actively looking for information about your product or service.

Demographic Targeting

Demographic targeting is the practice of advertising to consumers based on their age, gender, location, and other characteristics. When it comes to raising brand awareness, demographic targeting is a very potent tool. It enables you to reach your target audience in an exact manner, resulting in improved conversions and sales.

What is the Google Display Network?

The Google Display Network (GDN) consists of over 200 million sites, apps, and videos. This makes it possible for your Google Ads to get a wider reach. Your advertisements will get a lot more exposure as this network has a reach of almost 90% of all internet users.

It will also cost you less as compared to other targeting options. The goal of GDN is to get as wide a reach as possible. Therefore it’s essential for advertisers and marketers to evaluate the value proposition in terms of reach and cost. When it comes to traditional search advertisements, prospecting, brand awareness, and remarketing all have hefty fees attached. GDN avoids competition from other networks because of its unique algorithm that generates more clicks and impressions than comparable networks.

What is Google Display Network?

Google Ads for Brand Awareness

Google Ads has two categories; search and display network. Search ads appear in Google’s search results pages directly. If you want to raise brand awareness, Google Display Network is the best option as it has a very wide reach. The GDN is the collection of websites that make money through Google Ads as a publisher. It’s a huge umbrella term that includes everything from YouTube and all of Google’s mobile apps built for advertising, to WordPress or Shopify sites seeking to generate money through display campaigns.

The main objective of running a brand awareness ad is to get it in front of a large audience as possible. Optimizing for clicks, or high engagement is not necessarily a concern. Make sure that the advertisements you post have broad appeal, but that you target them specifically enough to avoid showing up on irrelevant sites.

Predefined Topics

Google Ads offers a range of Topics that are generally broad where your ad would be displayed on related sites. But narrow enough to not get on unrelated niches. A keyword search combined with a pre-defined topic may improve the effectiveness and targeting of the brand awareness campaign.

Custom Affinity Audience 

Affinity audiences are Google-defined audiences based on certain criteria such as search history and recent browsing. This is generally broad, but there is an option to set custom affinity audiences. It allows you to set your own criteria and set an affinity audience. You can use four attributes; URLs, Places, Apps, and Interests, to set your specifications.


So, how do you go about increasing brand awareness for your business? The answer is targeted advertising. And when it comes to targeting, there’s no better option than the Google Display Network (GDN). But it may not work for every business. Let Inquivix help you get started with a customized solution and increase brand awareness for your business in no time. Contact us today to learn more!