Marketing is no longer a straightforward process.
It is a beast of an industry to navigate your way through with so many facets to consider before advertising. This includes ensuring that your advertisement has the appropriate messaging, brand safety is secure, it is seen by the right people, and that it actually drives consumers to interact with your brand.
This is where contextual targeting comes in. In short, it is a method that selects where your advertisements are placed based on a range of data that you curate—whether that be topics, audience demographics, reach, or like-minded messaging. This is an exciting process for the marketing industry, as it allows for advertisements to be placed on platforms that you might not have even known existed, allowing you to reach your audience in a whole new way!
But, as with anything around your brand, it is important to do your research and know all the facts before getting ahead of yourself. So here are the things you need to know when it comes to contextual targeting.
- The process is personalized
This is great because consumers today are demanding a personalized marketing approach before they will give you their business. Contextual targeting allows you to choose topics and content that work well in-situ with your advertising and makes sense to be on the platforms that they appear.
- Keywords are important
It is important to first understand your audience before trying to reach them with contextual targeting. You need to understand how their minds work and what sort of content they will be engaging with. This way, when you go to place your advertisement through contextual targeting, your advertisement will be placed in the correct places on the internet and with the right type of content for your brand to be associated with.
- It is not just about content
Contextual targeting goes deeper than simply the content your advertisement is being placed with. Understanding your audience’s behavior is crucial in getting this method down right. That means that you need to know the type of websites they are likely to visit, which backlinks they click, their time they spend on a page, and how often they go back to that page. All of these factors will help indicate how your advertisement should be placed to give it the best shot at really being seen!
- You still need a good advertisement
So you can be the master at contextual targeting, but what good is that really if you do not have a strong advertisement to place! Do not forget about the basics when it comes to this. If you are placing an advertisement that re-targets customers, make sure that the advertisement plays on that. You want the advertisement to be part of the journey and seem unique for that individual consumer. Equally as important in your advertisement is trust! It is critical that you come across in an authentic way that gives them confidence in your brand. So be smart about you how to use your ad space.
It is quite impressive to see how far marketing on the internet has evolved over the years. While it might seem scary to try to take a more personalized approach of interacting with consumers, trust that there are new methods like contextual targeting that do the majority of the hard work for you. It is really all about a fine balance of understanding who your audience is, their behaviors on the internet, their personalized journey with you as a business, and remaining true to yourself as a brand!
Now that you understand the fundamentals of contextual targeting, we recommend you get in touch with a digital marketing agency to further discuss how to implement this method for your business!