• Search Engine Watch, Tuesday, March 6, 2012 11:56 AM

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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