Targeting the right audience who are more likely interested in your campaign ads raises the chances of your Speakol campaign success. That is why we are introducing Contextual Targeting.
So what is Contextual Targeting?
Contextual targeting allows you, as an advertiser, to display your ads based on the relevance of the websites’ content. This idea is not completely new. Before digital marketing, contextual targeting was used in magazine and newspaper ads. So if you want to promote your Automotive brand, you can advertise it on pages related to cars, finance, or economics; you can choose the category of articles you would like to display your ads along, which is a major step to reach your target audience.
Why is Contextual Targeting very popular?
- Addresses Brand Safety and Relevancy Concerns
In an era of “fake news”, hate speech, and global uncertainty, it often feels like there are so many pitfalls to avoid. Contextual targeting addresses this issue why displaying ads next to content that is relevant. Advanced technology can discern the subtle nuances of a page and determine its relevancy and safety. So not only can the AI recognize the exact category of your product and place it appropriately, but it can also detect when the sentiment of the piece is either negative or positive.
- Does not rely on Third-Party Cookies:
Consumer privacy has taken center stage that is bound to change the nature of the digital ad industry. Contextual targeting offers a solution to overcome this hurdle; with minimum reliance on personal data and in alignment with GDPR, it offers a viable option that does not rely on third-party cookies.
- Delivers great Customer Experience:
Contextual targeting works on delivering a personalized customer experience, especially since 69% of consumers are more likely to engage with contextually relevant ads, and increased purchase intent by 63%.
How can you customize your Contextual Targeting?
- Press on Create Campaign.
- Go to the third step: The Ad Set Targeting Page. From Categories, you can start customizing your contextual targeting.
In this section, you can choose the category of articles you would like your ads to be displayed alongside.
Some of the categories you can target include Travel, Cars, Health, News, Women, Sports, Education, Technology, Careers, Business, Finance, and Real estate, among others.
You can also check out the performance of your ads when they are featured alongside every individual category.
You can go to Campaigns. Choose the campaign you would like to assess. Then scroll down to check the performance of the Ad Sets, Publishers, and Categories.
Once you click on Categories, you can check the number of impressions, clicks, CTR, average CPC, leads, and bid. You can also raise or lower the bid on each content category based on its performance. This feature will enable you to optimize your resources and achieve your marketing goals.