16 SEP 2022 · With the ad tech industry moving on the path to a cookieless world, it’s time to adapt and ensure consumers can provide digitally savvy, privacy-driven end-users with reasonable control over their data. As contextual advertising has proven effective, many marketers seek it as an excellent alternative to third-party cookies.
Various industries have successfully adapted to key defining moments and have gained many profitable results. For instance, the creation of the internet created global opportunities for travel agencies, and those who embraced the change evolved from local or national companies into international businesses. Those who opposed the difference, and didn’t put their customers first, probably don’t exist today. Consumers demand privacy in the same way they want to book their holidays online — if this is granted, new, exciting opportunities will arise for everyone.
14 SEP 2022 · Contextual targeting is a demanded tool for companies that have helped them in targeting their segmented audience group at the right time and place. Some of the advantages of contextual ads that caused the new rise of contextual advertising are:
Unlike behavioral advertising, which requires users’ personal information, contextual targeting relies on less personal information. This makes it a secure and desirable option for most businesses that must adhere to privacy requirements such as GDPR.
Contextual advertising is less disruptive than typical banner ads since they are particularly targeted at an audience who is interested in the content of the page/video.
Unlike traditional advertising strategies, contextual advertising is cost-effective and does not hurt the advertisers’ pockets.
Contextual ad targeting is the most effective way to increase product sales by achieving its primary goal of reaching the targeted demographic. This occurs as a result of a good study on keywords, keyword phrases, and the application of AI technology.
When people visiting the websites see ads that are relevant to the content, the product’s brand recognition increases. This in turn leads to larger audience engagement and improves the company’s income through increasing sales.
8 SEP 2022 · Now comes the real deal! Here we have explained the working of the contextual advertising and the methodology behind it. It generally involves the process contextual targeting through a demand-site platform that will place your ads on platforms which matches the parameter. This is how the process works:
1st Step: Choose the parameters for Contextual Advertising
Keyword selection is an important step in this process. You need to target keywords, as well as topics and phrases to the Display Network ad groups. At first you can start broad like ‘Autos & Vehicles’ and then can get more specific like ‘Trucks & SUVs’, or ‘Commercial Vehicles’, etc.
This is done to precise the targeting within you topic and sub-topics. As per the research done by Google, each campaign should use 5-50 keywords, including negative keywords to help the network match your ad to website content.
2nd Step: Google analyzes the pages
Once you place an order, Google analyzes the pages to the web page which matches your ad with the most relevant content. In case if you target keywords in the same ad group, your content is displayed first when Google selects where to show your ads.
3rd Step: Ad placement is done contextually
After the Google analyzes your ad, the display network will find placement of your ad contextually. For example, when keywords as selected by you match the central theme of a website, or concept of that site, your ad is then showed up on that website.
6 SEP 2022 · Contextual advertising is not a new concept in the advertising industry. But, it was less focused in the previous years with behavioral targeting getting all the attention of advertisers. It allows you to match the content of the webpage to that of the ad. This focuses on providing a unified experience for the user by emphasizing screen content rather than individual individuals.
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