Sometimes your advertising strategy isn’t directed at a particular type of customer, but instead at the content that a person is interested in. Display advertising often times tries to find the customer through geolocation or search words. However, it can also target consumers passively by placing ads on web pages that those customers will read.
Contextual targeting allows businesses to build a digital ad that searches for specific keywords in content. When the ad finds those keywords, it is sent to the web page where customers will see it and engage with it. Consumers who seek out content related to your keywords will then be exposed to your targeted ads.
Even though you aren’t using particular customer information to target the consumer, you still need to be aware of who your demographic is, and what type of content they are interested in. Be deliberate in choosing what keywords you want your ad to search for. If you own an outdoor recreation center, you may want to use sports related keywords.
Contextual targeting is just another component of the display advertising equation. While other strategies actively look for consumers, contextual targeting finds the content they are looking for. Instead of forcing your ad to people, they see it as part of the overall website experience. Ultimately, reaching the desired audience in a more user-friendly way.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, sending facts, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org. If you have any ideas for "Learning The Lingo" please email them.