Difference Between Content targeting and Other Kinds of Marketing
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.
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Benefits of Content Targeting
A content targeting marketing strategy has some benefits over traditional marketing methods that include:
- The ability to reach users who are unaware of a particular brand
- Ads that are more relevant to the user, which increases the chances that the ad will be clicked on
- Content targeting that can reach a wide, significant audience
Choosing the Right Keywords
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.
Choosing Where to Place Content Targeting Ads
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.