Targeting is different depending on what network you’re advertising on.

BRIEF OVERVIEW OF KEYWORDS VS DISPLAY/VIDEO AND LINKS TO ALL ARTICLES

A Display Rant

The vast majority of ad inventory is display inventory. In my agency experience, clients are often eager to fixate on how much search advertising they can do. What do they have to spend to max out search impression shares for a given product or service? As is the case with so many things in digital advertising, this question seems spot-on at first glance, but is ultimately misguided.