Fine-tuning your ad group targeting ensures your campaigns reach the right audiences at the right time and at the right cost. Follow the steps below to adjust targeting settings for any ad group in your campaign.
How to Access Targeting Settings
Navigate to the Ad Group you wish to adjust.
Select the Options tab.
From here, you’ll have access to six targeting settings:
Bids
Devices
Geographic Serving Area
Frequency Cap
Day-Parting
Pacing
Each plays a unique role in how your ads are delivered. Below is a breakdown of each setting and our best practice recommendations.
Bids
What it is:
This section controls your dollar bid range, or the amount you're willing to pay per 1,000 impressions (CPM).
Best Practices:
Use the recommended bid range. This is based on your creative format your ad group is serving.
Avoid setting bids too low, as this may exclude you from real-time auctions.
Avoid setting bids too high, as this may lead to inefficient spending and poor return on investment.
Devices
What it is:
This allows you to choose the types of devices your ads will appear on:
Mobile
Desktop
Tablets
Connected TV
Best Practices:
Select at least two device types to increase scale and performance.
Tailor device selection to match your audience’s typical screen behavior.
Geographic Serving Area
What it is:
This determines the physical locations where your ads will be shown.
Default Setting:
The system defaults to serving ads across the United States.
How to Adjust:
Remove “United States” and replace it with your desired region, state, or city.
Frequency Cap
What it is:
Set the maximum number of ads per hour that each individual device can receive.
Best Practices:
Lower frequency caps spread impressions across more unique users.
Higher frequency caps increase exposure to the same users, which can boost brand recall.
Day-Parting
What it is:
This setting allows you to define which hours of the week your ads should run.
Best Practices:
Keep more hours turned on than off to prevent delivery issues.
Pacing
What it is:
This determines how impressions are distributed across the ad group’s scheduled flight.
Options:
Pace Ahead: Serves a larger portion of impressions earlier in the flight, then tapers off.
Pace Evenly: Distributes impressions equally across the entire flight duration.
Best Practices:
Use Pace Ahead if your flight is time-sensitive or if early performance insights are valuable.
Use Pace Evenly for consistent visibility and performance throughout the flight.