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Interest CategoriesAudience Buying LandscapeOur Goal for this SessionHelp you to Understand, Sell and Implement Interest CategoriesGoogle Confidential and ProprietaryIn the past a website served the same adto everybodyIn the future the same website will serve a relevant ad to everybodyInterest CategoriesInterest Categories500m cookies1000+ Sub-categoriesReach people based on their interests Ordinary Targeting vs. Audience TargetingWHEREWHOContextual TargetingBy Keywords | By CategoriesInterest CategoriesPlacement Targeting By Placement | By TopicRemarketingFilters to focus your brand presenceAbove the Fold targeting, AdPlanner 1000Add: Demographic bids, geographic and time filteringExclude: Undesired sites, keywords, categoriesInterest Categories and Demographics Support Any ObjectiveBlast your message to people that match your target demographic Example: Reach Females; Ages 25-34Blast your messageBuild awareness and leadsBuild awareness and reach consumers with relevant interestsExample: Reach travel enthusiastsCustomize creativesCustomize creatives for better performanceExample: Use separate ads for each genderDrive sales by connecting with people interested in related or specific topicsExample: Reach users interested in video game consolesDrive salesWhat are Interest CategoriesHow it works While user surfs the web, Google stores a cookie to remember every visit on GDN websites.Google infers interest categories based on content, recency frequency and associates it with the cookie.Ads are shown across the GDN to users based on their interest, regardless of the page content.312/ads/preferencesAds targeting user interested in Shopping /ApparelProduct Overview Setting up Interest Categories ?1. Enable the Audiences tab and click2. Click Interest Categories: Enter Title of Presentation HereGoogle ConfidentialEnter Title of Presentation HereGoogle ConfidentialAt the start it was regardless of content and user – ad space went to whomever paid the most money