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Let us start with this short and simple video for a clear understanding of the ‘Interest-Based Advertising’ concept.

Interest-based advertising, to put in simple words, is targetting the right audience by minimizing the risk of getting lost in the crowd on internet.

How is information collected for Interest-Based Advertising?
Information for interest-based advertising is collected in the form of cookies that pop-up in your browser. This information is purely interest-based and does not leak any of the personal information. The recipients of this information gets to know about your browsing activity which is then sorted and stored as per your interest. For example, if you are browsing more of entertainment sites, then you will be listed in the ‘entertainment’ section and next time the advertisements based on this information will be showed to you.

How will interest-based advertising work?
You will have to add interest categories to your ad groups, says Google, which will allow you to reach your target audience based on their interest. There are categories created and listed by Google which you need to just select as per your need and your ads will be displayed to people who are interested in those categories.

Is this kind of advertising helpful for small businesses?
Yes. Advertising for a vast audience who is not at all interested in what your company has to offer will result only in wastage of money. As a small business, you need to focus only on your target audience, as it has high chances of increasing the number of sales and lesser chances of investing without returns.

What Google says about it?
Google’s official blog says, ‘With interest-based advertising, you will be able to reach users based on your past interactions with them, such as their visits to your website. We’ll also provide interest categories, such as “sports enthusiasts,” so you can reach the audience of your choice. Whether your goal is to drive brand awareness or increase responses to your ads, these capabilities can help expand the success of your campaigns’.

Hopefully, Google’s interest based advertising will help the brands gain more customers and convert more leads into sales.

About The Author

Dave Thompson works at, a White Label Software + Services provider for online marketing agencies.