Define an audience you can measure
Targeting starts with relevance and a clear business objective. Select controls that match the offer and the measurement plan.
Geography and language
Specify eligible countries, audience languages and any regional exclusions. Check that the landing page, product availability, currency and support match those markets. Separate market tests so budget and results can be reviewed by country.
Devices and context
Describe mobile web, desktop or application inventory separately. Consider page topic, audience intent, operating system and placement. Confirm which controls are available in the agreed campaign rather than assuming every source supports identical settings.
Frequency, schedule and exclusions
Agree on pacing, campaign dates, reporting timezone and visitor frequency controls where supported. Explain unsuitable content categories, previously converted audiences and other exclusions. Audience data must be used with the necessary permission and agreed access controls.
Test and evaluate
Change one targeting variable at a time. Compare qualified outcomes, cost and sample size across eligible sources. Record attribution windows and stop conditions before launch. The planning guide provides a checklist for the initial test.