How to use Contextual Advertising to Target Market Online.
When it comes to contextual advertising to target market online, I can not stress enough to clients (advertisers/merchants) the importance of it as a online marketing tool. For some reason they are not doing it. When I ask to them “are you targeting your users online by doing any contextual advertising,” their response is always “what’s that? I go on to define what it is in the online marketing arena and give them a little tutorial on what it is and how to leverage it to their advantage.
Contextual advertising with targeting enables an advertiser to show ads in the context of another site. For example, if a company makes coffee related products like espresso machines, mugs and coffee makers, the advertiser can set their ads to show on coffee related websites. Contextual advertising with targeting is a way of advertising directly on sites contextually relevant to the product or service being advertised.
Contextual targeting advertising is different than search targeting. Search targeted ads are shown on search results pages in response to a users query. Search results pages are an important method for finding information on the web, however they make up only around 5% of the pages on the internet and are an even smaller portion of where web users spend their time. Purchased decisions are made up all over the web. On search sites, shopping comparison sites, professional interest pages, targeted email newsletters and so on. Contextual targeting advertising is often used to influence purchased decisions.
My personal opinion is that more advertisers should be using contextual advertising models to target. It is a market that merchants and advertisers are not looking into and should. As you can see below in the pie chart, the “Internet” makes up 95% of search marketing. Don’t you want t piece of this?
I have embedded below 2 slides from a power point presentation on the pros and cons of contextual targeting advertising.
If you are interested in learning more about Contextual advertising to target your market online please contact us. We would be glad to help you and develop a business case that is sustainable, long term and will appreciate over time.
Contextual Targeted Advertising Best Practices
Contextual Targeted Advertising Items to Avoid
Nice Post. I agree that the many advertisers are unaware of the benefits of contextual targeting. Also there are some real breakthroughs in technology that take traditional keyword based approaches to a new level. They combine the semantic knowledge of the web with the on page context and really offer some fabulous results.