As a marketer or business owner, you want your marketing efforts to reach your target audience. In other words, you want to market to people who will likely be interested in the products and services that you have to offer. While there are several ways to get your marketing materials in front of the right audience, contextual targeting is a simple and cost-effective way to get ads in front of a receptive audience.
Contextual advertising involves placing ads on web pages that are relevant to the on-page content. Through contextual targeting, you can create more relevant ads and reach an audience that has demonstrated an interest in topics that are related to your products or services. This can be a great way to grow your audience, drive web traffic, boost visibility, and increase conversions.
So, if you want to create more relevant ads and expand your online presence, you may be interested in contextual targeting. In the sections below, we’ll explain what contextual targeting is and some of its key benefits. We’ll explain how you can use contextual advertising solutions to display relevant ads that align with a web page’s content.
Read the article from start to finish to get a comprehensive understanding of how contextual targeting works.
What is contextual targeting?
Contextual targeting is an advertising technique where ads are placed based on the content of a particular web page.
For example, let’s say you run an activewear company. In this case, you might use contextual targeting to place ads for gym clothes on web pages that discuss workout routines or review protein powders.
Essentially, contextual targeting allows your ads to show up on web pages that have content that’s closely related to your products or services. There are several types of contextual targeting methods that businesses can use to run ads. Contextual targeting methods include:
- Category contextual targeting: This type of contextual targeting places ads based on general categories, such as beauty or automotive or finance. This is the most basic form of contextual targeting, and its relative broadness means it isn’t always completely accurate.
- Keyword contextual targeting: With keyword contextual targeting, your ads are placed on web pages based on target keywords that you specify. This type of contextual targeting provides you with more flexibility—and potentially more accuracy—when placing ads.
- Semantic contextual targeting: Semantic contextual targeting is a more advanced technique, as it typically uses machine learning to analyze the context of a given web page and determine whether your ad is a good fit.