Ever have something taken out of context? Normally that phrase is perceived as more of a negative. Well, here in the digital advertising world, we like to take things out of context, literally. We do this through Category Contextual advertising. Why waste ads on people that don’t need your service or product when you can specifically target those who do? How exactly is something like this achieved, isn’t it impossible to choose where to serve the right ads, to the right people, at the right time? With the internet, impossible isn’t a thing...just kidding...but, really. It’s actually quite simple if you have the right agency working for you (hint, hint: Red Shark Digital). The key is to heavily focus on those that are the most likely to buy what you’re selling.
Category Contextual targeting may seem confusing at first, but to understand it is quite simple. The main rule is having a site that is heavy in the content of a certain subject. The heavier the content containing the subject, the likelihood of your ad appearing on that page is increased. The content is matched to specific keywords for audiences you are interested in targeting, and your ads with this content are placed on the page.
With 300+ category contexts defined by the Internet Advertising Bureau (IAB), the possibilities may not necessarily be endless but they are pretty close. Not to mention, you are literally advertising to those directly interested in what you offer. What’s awesome about Category Contextual is that it can be combined with Keyword Contextual targeting which will target your specific keywords on site pages of your specific category, the impression doesn’t get much better than that.
Now that you know what it is, how it works, and why you need it. How would you use it? Category Contextual would be used in a combination with other programmatic tactics that we implement in a digital campaign. Adding in the Category Contextual element allows you to target users browsing sites that have been grouped together (i.e. mom’s browsing for diapers, runners searching for running shoes, cooks searching for kitchen utensils, etc.). Following your industry’s following, gains you a brand following, and that’s exactly the exposure you need for success.
Set up the best campaign for your following today. Grab your keywords, get your categories right, figure out your demographic, beat the competition. The strategy is half the battle, find the best digital marketing agency (hint, hint: Red Shark Digital), and let them do the work. You’ll find that you will gain a stronger following and your business will grow. Contact us today!