Contextual Targeting
Contextual targeting in digital marketing means placing ads on websites that contain content related to the product or service being advertised. A car manufacturer, for example, may want to place their ads on travel blogs or portals with car maintenance tips.
There are different types of contextual targeting:
– Category Contextual Targeting: This approach focuses on general categories, such as the automotive industry. Although this is the most common form of contextual targeting, its broadness makes it less effective than other methods.
– Keyword Contextual Targeting: This targeting method allows you to select specific keywords. When an advertiser uses this approach, their ads will be displayed on content that contains the selected keywords. The advertiser may also choose keywords they do not want their content to be associated with to avoid possible negative perceptions of their brand.
– Semantic Contextual Targeting: This type of targeting uses machine learning to process information from chosen web pages to determine whether the content is relevant before displaying a given ad. The semantic contextual targeting process involves the following steps:
