In Display Targeting, Google offers a range of Targeting Tools in order for you to reach the most relevant prospect for your business;
Contextual Targeting -
Show ads on sites related to your keywords Keyword Contextual Targeting delivers relevant messages to users based on the type of content they consume. You can connect with interested consumers at the exact moment they’re actively engaged in highly relevant content across the entire Google Display Network.
Placement Targeting -
Show ads on specific websites that you choose Do you already know which websites your customers visit? Placement targeting lets you put your message on exactly those sites – and on videos, RSS feeds, and mobile sites, too.
Bring prospects and former customers back Remarketing ads are a way to reach out to your prospects and former customers. People who have already visited your site are shown your ads as they browse other sites on the Google Display Network.
Interest Categories -
Show ads based on user interests This form of audience targeting lets you target people whose online behaviors show they share a common interest, like sports or travel. Then you can show them highly relevant ads wherever they are online.
Topic Targeting -
Show ads on pages about specific subjects Topic targeting is a close cousin to interest categories, but based on sites rather than audience. Pick a topic like travel, entertainment, or fitness, and Google will show your ads on groups of quality sites related to that topic.
Geographic and Language Targeting -
Show ads where your customers are located Geographic and language targeting let you display your ads by language, region, even postal code. If you're opening a new fashion boutique in Paris, you can create a grand opening ad to show just in the local area.
Demographic Targeting -
Show ads to users based on their age and gender If your typical customer has a particular age range or gender, you can use demographic targeting to show your ads specifically to those people who are most likely interested in your business. For example, if your products are expensive and young people are less likely to buy, you can exclude the age range of 18-24 to focus your budget only on your best customers.
Other Google Tergeting Tools
"Above the fold" means your display ad appears on the first screen of a web page, before scrolling down. To keep your ads above the fold, you can exclude the 'below the fold' category in your AdWords account.
Ad scheduling (a.k.a “day parting”) lets you pick the hours and days when you want your ads to appear. You might schedule your ads to run from 3-6:00 pm, say, or only during lunch hours on weekdays.