About Onsite Display Targeting Options
By default, an Onsite Display line item uses contextual targeting: it serves based on the page type and the categories or keywords you set. Advanced targeting narrows delivery further, to a specific group of shoppers.
Advanced targeting is optional. Adding it may increase your CPM, because you are competing for a more specific audience. An option appears only if it is available for your page type and retailer combination.
Advanced Targeting Options
Option | What it targets |
|---|---|
Add to Cart (real-time) | Shoppers who have specific products or categories in their cart right now |
Store ID | Shoppers visiting specific store locations on the retailer's site or app |
Audience | Shoppers grouped by their shopping history, using audience segments |
Add to Cart Targeting
Add to Cart targeting reaches shoppers by what is in their cart in real time. It has two forms, and you can include or exclude shoppers with either.
Category targeting. Reach shoppers who have a product from a chosen category in their cart. For example, a chocolate ad can target shoppers who just added a product in the candy category. Search for a category and select it from the results.
Product targeting. Reach shoppers who have specific products in their cart. For example, a sound system ad can target shoppers who just added a TV to their cart. Search by product ID (GTIN, UPC or EAN, MPN, Model Number, SKU ID, SKU Key, or Parent ID) or by keyword.
Store ID Targeting
Store ID targeting reaches shoppers who are visiting specific store locations on the retailer's site or app. All stores are included by default. You can include or exclude specific locations by entering one store ID per line.
Audience Targeting
Audience targeting reaches shoppers grouped by their shopping history. Select one or more audience segments, and your ad serves to shoppers in any of the selected audiences.
You build and manage audiences in the Audiences section of the Shared Library. To learn more, please see Build an Onsite Audience.
Forecasting Impressions for Your Targeting
When you set targeting, the workflow shows a forecast of what you might expect if you spend 100% of your line item budget. It uses traffic from previous months and years to account for seasonality and growth.
Estimated Retailer Impressions: the impressions you could gain from the estimated spend. This does not account for competitors targeting the same inventory.
Estimated Spend: the spend needed to gain those impressions. If your budget is higher than the estimated spend, you may not spend the full budget.
The forecast considers your page type, taxonomies and keywords, start and end dates, and ad formats. It does not yet account for competition or for user-level delivery factors such as frequency capping and audience targeting.