Content targeting, also known as contextual advertising, is a way of delivering ads that is individually relevant to each person conducting various searches on the Internet. It uses keywords in the advertisement, keywords on the pages, and the content on those pages to match the advertisement with the content being viewed. This makes the ad more relevant to the person conducting the search, which increases the success of the marketing strategy.
Many websites use advertisements. Some of those advertisements show up on a wide variety of websites, whether the person viewing the website is interested in what is being advertised or not. This type of marketing strategy is a numbers game. It is an advertiser’s goal to get a particular advertisement in front of as many people as possible.
Content targeting is different because the ads are selected for a specific audience. For example, if a person is reading a blog about cars, ads in the margin will reflect this topic. An ad might include a car that is for sale or an advertisement for the local auto parts store.
A content targeting marketing strategy has some benefits over traditional marketing methods that include:
In order to determine where to place your ads, Google will create a theme based on your keywords, so it is important to choose the right ones.
General keywords are not better. It is more effective to be precise about the keywords and phrases used in the ads. The more specific the keywords are to the target audience, the less competition the ad will have with other advertisers.
Making use of the same keywords across ad groups keeps things consistent. It is best not to include too many keywords. A number of 25 to 50 keywords in a content ad group is optimal.
Marketers have the ability to choose where to place targeted ads. With placement targeting, demographics, keyword searches, and other SEO, analytical tools can be used to determine what sites certain shoppers will visit. Based on that information, relevant ads can be placed on those sites.
Using performance reports is important when managing ROI. By determining how well content targeting ads are doing on particular sites, they can be removed from low performing sites and added to new ones to see how they perform with a different audience.