Targeting gives you the opportunity to fine-tune your ad placements, ensuring greater relevancy and increasing ad performance. Advertisements can be targeted based on demographic information, like age or gender, contextual factors like subject matter of the website, or geographic data.

When you target your ads with consideration for demographic, geographic, and contextual variables, you don't waste valuable impressions on people who aren't relevant to your campaign. Targeting not only improves the relevancy of your retargeting campaign by placing the right ads in front of the right people, but it also lowers your costs. Instead of serving ads to everyone, you're saving your money and showing ads to the people for whom your ads make the most sense.