What Is Contextual Targeting, in the Context of Ads?
As Jerry Maguire once said — “Show me the money.”
That phrase is probably something you’ve thought of as a marketer who has invested in paid advertising. With paid advertising, you want to enhance your marketing campaign by showing up in the right place, at the right time, with the right content.
But sometimes, running paid ads — like pay-per-click (PPC) on Google — feels like you’re spending a lot of money without seeing any results. And with 70% of consumers seeing irrelevant ads from brands at least once a month, it’s no wonder so many are put off by online ads.
Contextual targeting is the solution to that problem.
Below, let’s review contextual targeting and the difference between contextual and behavioral targeting. We’ll also explore contextual keyword targeting and how to get started with contextual ads.
Table of Contents:
- What is contextual targeting?
- Contextual Targeting vs. Behavioral Targeting
- Contextual Keyword Targeting
- Contextual Ads
- Benefits of Contextual Targeting
Imagine you’re the proud owner of a local coffee haven, and you’ve whipped up a PPC ad to stir up some buzz. Now, picture a coffee enthusiast nearby, scouring the web for the best brews.
They stumble upon a blog about coffee wonders, and there’s your ad — like a welcome sign to your coffee shop.
Google’s not just throwing your ad anywhere. It’s selectively showing it to folks who can practically smell the coffee from their backyard.
This person’s already got coffee on the brain, so your ad isn’t a cold splash in the face — it’s a warm invite to come and sip with you.
Contextual targeting isn’t just a single-flavor technique; it’s got a variety to suit your advertising palate. Here’s a taste of what’s on the menu:
- Category Contextual Targeting. Think of this as your buffet option — it’s broad, serving up ads based on general categories like lifestyle, automotive, or tech. While it gets your ad out there, it might sit next to unrelated content, like a dessert fork at a soup setting.
- Keyword Contextual Targeting. Here’s where you get to order à la carte. You handpick target keywords, and your ads find their way to web pages that feature these select terms. It’s a more tailored fit, like finding a table at a restaurant that caters to your specific cravings.
- Semantic Contextual Targeting. Welcome to the chef’s table of contextual targeting. This method is all about the nuances, using machine learning to dig deep into the page’s content, understanding the context, and then deciding if your ad should take a seat there. It’s sophisticated, refined, and ensures your ad is more than just seen — it’s understood and relevant.
In the big picture, contextual targeting is about placing …read more
Source:: HubSpot Blog
