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Marketing Minute: Contextual Targeting

November 12, 2021
May 1, 2023

Marketing Minute: Contextual Targeting

Abby Costello

Are you looking to engage new customers? Well, you can easily do this by showing them ads that resonate with the content they are already consuming. Contextual targeting looks at the category or keywords of the current page a consumer is viewing and then serves them ads that are highly relevant to that content. Meaning, viewers only see ads they are interested in, and you only serve valuable impressions to the right viewers.

How Does Category Contextual Targeting Work?

In category-contextual targeting web pages are categorized based on content. By using this you are able to target certain page contexts or categories based on your products and services. Category contextual targeting helps you gain visibility on how each contextual category is performed and optimized to CTR, CPC, or CPA. For example, you can target pages categorized as “SUV” for a local auto dealership looking to target SUV owner or those interested in buying an SUV.

How Does Keyword Contextual Targeting Work?

As users browse the web, consuming content, you can use keyword contextual targeting to collect data associated with that content. However, keyword contextual does not involve an active search but instead is applicable to a user’s interests and behaviors through the context of their web activity. Through this, you are able to target users viewing content with keywords that have been designated by the advertiser. Additionally, you are able to create your own contextual category by uploading keywords that define the pages where you want your ad to appear. As well as, bid, report, and optimize based on each keyword to attain optimal performance.

Both category and keyword contextual are a great way to target users and gain valuable impressions on your digital advertisements. Red Shark Digital can help you reach your target market through category and keyword contextual targeting, contact us to learn more!

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