Alistair Dent points to Google's ability to target specific Internet users across its display ad network, rather than the ability to reach 80% of people online, as the company's advantage when it
comes to its advertising business. There are eight block sizes from which advertisers can choose -- and several targeting techniques, such as interest categories, topics, remarketing, and audience
combinations, he explains. In addition to defining the techniques, Dent guides us through the process of combining different targeting methods, quality scores, bidding and optimization, and best
practices for calls to action on ads.
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