Contextual advertising can bridge the gap between creating ads making them reach the target audience. It is a form of digital advertising that is completely automated. One has to use advanced platforms like Google Ads to serve contextual ads to the audience, determined by the content that appears on the user’s page.
While there are many kinds of digital marketing methods, contextual targeting helps get your ads across in the right time frame, making the most out of your ads and reaching your marketing goals. Here is how you can approach it in the best way to meet your goals.
Types of Contextual Advertising
- Video
Like regular digital advertising, videos are an important part of contextual advertising too. However, the content of these videos is far more focused, speaking to a specific group of target audiences. The purpose is to target viewers based on what they are watching. For example, if the video ad is regarding a food product, it can come up on YouTube before or between a recipe video.
- Native Ads
Native ads are made to look like they are a part of a website- they are similar in content to the website’s original content. They are perfectly aligned with the design template so that they seem more trustworthy to the users. They do not appear on the side or on top of the webpage, and account for approximately two-thirds of the total digital expenditure.
- Behavioral Ads
The purpose of these ads is to combine the context of the page with that of a user’s behavior. This is done by tracking the pages the user often visits and the businesses they look for. By targeting these users based on their search behaviors, one can place similar ads in their paths to boost their online presence.
How to Make Use?
Many well-known platforms like Google Ads, Yahoo! Bing Network, Simpli.fi, and Media.net offer contextual advertising. You can start using these ads on your campaigns almost immediately. Google’s Display Ad Network is so wide and diverse that most businesses choose to invest in it, but there are plenty of new options available.
It will offer several competitive advantages as the ads will be tailored for the user. Generic ads might help you get noticed and get the word across, but not many clicks convert to actual sales. Contextual advertising can help bridge the gap by reaching niche audiences.
How to Use It?
Context-based advertising uses information gathered based on demographics, user interests, keywords, search criteria, and more. Once the ads are channelized to the target audience, it is possible to get a certain section engaged in a conversation about that product or service.
It creates a more wholesome and personalized user experience that contributes to its profits in the long run. Once that connection is made, contextual advertising also makes it possible for you to market similar products and services to the target groups, making them realize that their exact needs are catered to by your business.
Using contextual advertising for your business, you will notice a significant improvement in customer engagement and click-through rate on your ads. They can help you generate real results, eliminating speculations for a more streamlined campaigning strategy.
