Matching Format & Targeting — Practical Guide
The best Display campaigns are not built by chance — they’re carefully planned matches of who you want to reach, where they are in the funnel, what you want them to feel or do, and how you present your message.
Every targeting option in Sklik serves a slightly different purpose, and each ad format is designed to work best at a certain stage of the user journey. Although, the borders are being slowly erased.
When combined thoughtfully, they help you attract attention, build trust, and drive meaningful results — whether your goal is awareness or conversions.
This section explains how to choose formats and targeting together, with ready-to-use templates and optimisation routines.
In short, match the right creative format with the right targeting to hit your campaign goals.
That is of course easier said than done.
This guide will help you with the right pairing, as the wine to the meal, we will cover ad types to the targeting.
Why the Match Matters
Choosing the right targeting and ad format pairing determines how effectively your message reaches your audience.
Even a great banner won’t perform well if it’s shown to the wrong users — and the best audience won’t respond if the creative doesn’t fit the context.
Think of targeting as „who and where“, and ad format as „how and what“. Together, they create the full picture of your Display strategy.