How To Refine Google Display Network Ad Targeting

People seem to think that the Google Display Network (GDN) is like drinking from a fire hose: turn it on and get a ton of traffic. But as a campaign manager you need to control the stream of visitors or else your GDN campaign will drown in unqualified clicks. Within Google AdWords there are number of tactics to exclude specific traffic from your GDN campaigns. These exclusion methods are of two types: behavioral and demographic. Behavior Exclusion includes Targeted Keywords, Ad Placements, Webpage Topics and Remarketing (more effective). Demographic Exclusion includes Age and Gender and Excluding Users by Interest.

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Google Display Network Exclusion Tactics: Don’t Drink from the Fire Hose – Search Engine Watch