Contextual advertising displays ads based on terms found on a web page. Contextual targeting, unlike behavioral targeting, which uses tracking pixels and cookies, displays relevant ads based on the content on the page.
This has a beneficial effect on visitors to the website. Because the advertising is contextually relevant, they have a higher viewability.
Below is a great example of contextual advertising – it shows a tech-related blog, and an ad promoting a phone watch alarm offer. The offer is highly relevant to the content of the website, which is why it is more effective in sparking interest in readers and has higher clickability than non-related offers.
Many online publishers and businesses who advertise online have benefited from the automation of the ad delivery process. Publishers of all sizes, from huge websites to small blogs, can now serve ads for their products without the need for an ad sales department or an IT department to show and track ads. It has given advertisers additional alternatives and the opportunity to convey messages to profitable audiences without having to go out and find them. Ads can now be more customized based on the user’s demographic information and geographic location, rather than merely the content on the page, thanks to advances in technology.
This is how it works on the Google Display Network, for example:
1. Decide on contextual targeting parameters.
An advertising system has to know what your campaign is about in order to position your adverts on relevant web sites for contextual marketing to succeed.
Topics are broad categories into which your campaign might be placed, such as music, agriculture, or fashion. If you choose one of these, your ad will appear on websites across the Google Display Network that are connected to your topic.
Keywords are used to target specific topics and subtopics more precisely. Each campaign should include 5-50 keywords, including negative keywords which will help the network understand and match your ad better to website content.
2. Google examines the pages in its network.
When you place an order, Google will read the content on each display network web page to see if your ad can be matched to the most relevant content. It considers text, language, page structure, and link structure, as well as your keywords and other targeting options.
If you target keywords and themes in the same ad group, Google will prioritize your keywords when deciding where to show your ads. Even if the pages are connected to the themes you’ve chosen, your advertising will not be eligible to show on pages that don’t match your keywords.
3. Your ad is published.
The display network will choose a placement that contextually matches your ad using the aforementioned data, after witch your ad is published.
Everything is considered, from content and keywords to graphics and online copy, in order to properly advertise contextual marketing content.
Contextual advertising places power in the hands of marketers or ad publishers rather than the user, allowing them to focus on the visitor’s current behavior rather than their prior conduct. Furthermore, contextual advertising is both inexpensive and simple to execute.