As Jerry Maguire once said — “Show me the money.”
That phrase is probably something you’ve thought of as a marketer who has invested in paid advertising.
With paid push, you want to enhance your market safarus by showing up in the right place, at the right time, with the claim content.
But sometimes, extending paid ads — like pay-per-click( PPC ) on Google — feels like you’re spending a lot of fund without recognizing any results.
Whether it’s because your ads are intrusive or need a redesign, most shoppers reject ads online. In fact, 64 % of respondents in a HubSpot study said ads are annoying and intrusive.
Plus, 45% of parties report, “I don’t notice online ads anymore, even though it is I don’t block them.”
Contextual targeting is the solution to that problem.
Below, let’s review what contextual targeting is and the difference between contextual and behavioral targeting. We’ll also explore contextual keyword targeting and how to get started with contextual ads.
For example, if you’re moving a regional sell campaign for your coffee shop, you might create a PPC ad. Then, if someone who lives nearby is reading a blog about the best types of coffee, your ad might show up.
This is a good example of contextual targeting because Google consumed the person’s location, so your ad is only showing up to people who are in the vicinity of your shop.
Additionally, in this example, this person is interested in coffee and wanted to read about different types of coffee, so an ad for a coffee shop isn’t intrusive to the user experience. This performs it most likely that they will respond positively to your ad.
So, what’s the difference between contextual targeting and behavioral targeting?
Contextual Targeting vs. Behavioral Targeting
While contextual targeting is done through matching keywords and topics, behavioral targeting is when ads appear to users based on their online behaviors.
Behavioral targeting could include browsing record, attaches sounded, time spent on the sheet or place, how recently they’ve probed for something, and how they committed with a site overall.
Visitors with similar motifs are grouped together, so advertisers can specific target a group of people with a certain browsing history. This is typically called retargeting.
For instance, let’s say I was in the market for new shoes.( And, let’s be honest — I’m always in world markets for new shoes .) I begin searching for brand-new shoes by typing in “running shoes” or “hiking boots.” I’m just beginning my research, so I don’t make a purchase. Later that night, I go on Facebook, and all I participate are ads for hiking boots and running shoes. That is behavioral targeting in action.
Let’s say I’m in that same statu — researching new shoes. During my research, I start reading a blog on very best type of running shoes. On the right-hand side, I ensure a few ads for new running shoes, as well as a nearby move accumulate in my area. That is contextual targeting.
But how does contextual targeting genuinely cultivate? One command — keywords.
Contextual Keyword Targeting
Contextual targeting is done through keywords and topics — or central themes of a website.
When you get started with your PPC ads in Google, you can select highly targeted keywords and topics so your ad merely shows up on sites related to those themes.
These keywords will define where you want your ads to appear.
For example, if you’re running an ad for dumbbells, you might select keywords like “dumbbells, ” “strength equipment, ” or “workout equipment.” Then, your ad would only show up on locates with those keywords.
You can also input negative keywords. In this case, you might include “barbells” as a negative keyword term, so your boob ad doesn’t show up when someone isn’t even searching for dumbbells.
If you choose to run an ad solely based on topics, instead of keywords, you might run that same boob ad and pick a topic of “health and fitness.” Going this route means that your ad will be less targeted, and have had an opportunity to little impact and fewer results.
According to Google, each ad group should contain anywhere from five to 50 keywords. You can use the Google Keyword Tool to help build your keyword list.
To build your keyword list, don’t use long-tail keywords like you might for organic safaruss. With paid ad, you’ll want to use shorter, sometimes broader keywords.
So, what do contextual ads look like in action? Let’s review a few examples.
1. Coffeemaker Example
Roasty is a free blog that focuses on finding and brewing delicious chocolate. While I was reading an article, “A Complete List of Every Type of Coffee That Exists”, I came across an ad for a Cuisinart Coffeemaker.
This ad wasn’t unruly to my learn process because it fit in well with the contents I was reading.
See image below for what the ad was like 😛 TAGEND
2. Pizza Cutter Example
Kitchn is an online daily meat publication. While speak, “How To Make Awesome Pizza at Home, ” I came across an ad for a pizza cutter.
This is a great example of contextual ads in practice 😛 TAGEND
3. Delta Example
Recently I was browsing a Forbes article, “How These 6 Millennials Travel The World For A Living, ” when I came across an ad for Delta.
This is a contextual ad because I was reading an article about walk, and then I assured an ad for an airline — it’s likely Delta chose “travel” as a keyword to target for their ads. Plus, the ad was even more targeted because it included locales closely connected to me in Orange County, California 😛 TAGEND
When you’re feed a paid advertising campaign, it’s important to be as specific as you can with your targeting options. Eventually, your targeting can start or undermine the success of your ad.
Read more: blog.hubspot.com