What Is Contextual Targeting, in the Context of Ads?

What Is Contextual Targeting, in the Context of Ads?

As Jerry Maguire formerly 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 pushing, you want to enhance your market campaign by demonstrating up in the right place, at the right time, with the freedom content.

But sometimes, loping paid ads — like pay-per-click( PPC ) on Google — feels like you’re spending a lot of coin without experiencing any results.

Whether it’s because your ads are disorderly or need a redesign, most buyers dismiss ads online. In fact, 64 % of respondents in a HubSpot study said ads are annoying and intrusive.

Plus, 45% of beings report, “I don’t notice online ads anymore, even though it is I don’t block them.”

Contextual targeting is the solution to that problem.

Below, let’s review what contextual targeting is and the difference between contextual and behavioral targeting. We’ll also explore contextual keyword targeting and how to get started with contextual ads.

For example, if you’re flowing a neighbourhood marketing campaign for your coffee shop, you might create a PPC ad. Then, if someone who lives nearby is reading a blog about the best types of coffee, your ad might show up.

This is a good example of contextual targeting because Google employed the person’s location, so your ad is only showing up to people who are in the vicinity of your shop.

Additionally, in this example, this person is interested in coffee and wanted to read about different types of coffee, so an ad for a coffee shop isn’t disruptive to the user experience. This performs it most likely that they will respond positively to your ad.

So, what’s the difference between contextual targeting and behavioral targeting?

Contextual Targeting vs. Behavioral Targeting

While contextual targeting is done through matching keywords and topics, behavioral targeting is when ads appear to users based on their online behaviors.

Behavioral targeting could include browsing autobiography, relation clicked, time spent on the sheet or site, how recently they’ve probed for something, and how they engaged with a site overall.

Visitors with same motifs are grouped together, so advertisers can exclusively target a group of people with a certain browsing history. This is typically announced retargeting.

For instance, let’s say I was in the market for brand-new shoes.( And, let’s be honest — I’m always in world markets for brand-new shoes .) I begin searching for new shoes by typing in “running shoes” or “hiking boots.” I’m just beginning my investigate, so I don’t make a purchase. Later that night, I go on Facebook, and all I experience are ads for hiking boots and running shoes. That is behavioral targeting in action.

Let’s say I’m in that same situation — researching brand-new shoes. During my research, I start reading a blog on the best type of running shoes. On the right-hand side, I see a few cases ads for new running shoes, as well as a nearby flow accumulate in my area. That is contextual targeting.

But how does contextual targeting certainly succeed? One parole — keywords.

Contextual Keyword Targeting

Contextual targeting is done through keywords and topics — or center themes of a website.

When you get started with your PPC ads in Google, you can select highly targeted keywords and topics so your ad merely shows up on places related to those themes.

These keywords will define where you want your ads to appear.

For example, if you’re ranging an ad for boobs, you might select keywords like “dumbbells, ” “strength equipment, ” or “workout equipment.” Then, your ad would only show up on locates with those keywords.

You can also input negative keywords. In this case, you might include “barbells” as a negative keyword term, so your boob ad doesn’t show up when someone isn’t even searching for dumbbells.

If you choose to run an ad solely based on topics, instead of keywords, you might run that same boob ad and pick a topic of “health and fitness.” Going this route means that your ad will be less targeted, and could have little repercussion and fewer results.

According to Google, each ad group should contain anywhere from five to 50 keywords. You can use the Google Keyword Tool to help build your keyword list.

To build your keyword list, don’t use long-tail keywords like you might for organic campaigns. With paid marketing, you’ll want to use shorter, sometimes broader keywords.

So, what do contextual ads look like in action? Let’s review a few examples.

1. Coffeemaker Example

Roasty is a free blog that focuses on finding and brewing savory chocolate. While I was reading an article, “A Complete List of Every Type of Coffee That Exists”, I came across an ad for a Cuisinart Coffeemaker.

This ad wasn’t disruptive to my say process because it fit in well with the contents I was reading.

See image below for what the ad looked like 😛 TAGEND

Cuisinart Coffeemaker contextual targeting ad.

Image Source

2. Pizza Cutter Example

Kitchn is an online daily food magazine. While say, “How To Make Awesome Pizza at Home, ” I came across an ad for a pizza cutter.

This is a great example of contextual ads in practice 😛 TAGEND

Pizza cutter wheel contextual targeting ad.

Image Source

3. Delta Example

Recently I was perusing a Forbes article, “How These 6 Millennials Travel The World For A Living, ” when I came across an ad for Delta.

This is a contextual ad because I was reading an article about movement, and then I discovered an ad for an airline — it’s likely Delta chose “travel” as a keyword to target for their ads. Plus, the ad was even more targeted because it included spots closely connected to me in Orange County, California 😛 TAGEND

Delta contextual targeting ad.

Image Source

When you’re movement a paying advertising campaign, it’s important to be as specific as you can with your targeting options. Ultimately, your targeting can acquire or break-dance the success of your ad.

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Read more: blog.hubspot.com

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