If you wish to publish to a web site that is not running on Azure and does not support IIS Web Deploy, you can create an Ftp Publishing Target to publish using Ftp.
The Target Url field is the url at which the content is located once it has been deployed. This setting is not required for successful publishing, but it will allow the publishing results to show a convenient link to open the published content once the publishing is complete.
Note: Only specify the root url and not the landing page - i.e. http://myhost.mydomain.com/ and not http://myhost.mydomain.com/webframe.html