Google Display Network targeting allows advertisers to choose their targeted audience’s characteristics. Their age, personal interests, gender, and demographics determine which ads are displayed. Since publishers on the ad network are linked to Google, advertisers can add in metrics such as Google Search history. Advertisers can reach a more specific target audience based on keyword targeting and user demographics. Getting your keyword targeting and other targeting options right means your ads will appear on sites related to your business where visitors may be interested in your products or services.