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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Deciding where to show your ads

As you are setting up your AdWords campaigns, you have the option to choose your targeting preferences more broadly to maximize your ad reach, or to restrict targeting to ensure ads are only showing to your very specific audience. Who will end up seeing your ads will depend on the campaign settings you choose as you create your campaigns.

Getting ready

The first setting you'll need to consider when creating your campaigns will be which networks you'd like to show ads on. Google has two main networks through which ads are served:

  • Search network
    • Includes Google.com, Google properties such as Google Maps, and search partners, such as AOL.com.
    • Ads are text based.
  • Display network
    • Includes Gmail, YouTube, and millions of partner ...

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