In the present era, it is difficult to imagine any type of digital advertising that isn’t predicated on browser activity, such as clicking a link, watching a video, or going to a product landing page.
What if we told you there are other ways besides behavioural advertising to provide useful advertisements to internet users? We at Increase Rev give our publishers, advertisers, and clients a better and more effective advertising method. Guess what it would be? It’s called “contextual advertising.”
Yes, in addition to our behavioural advertising services. We give our clients contextual advertisements that deliver a high yield and website traffic on sites with a guarantee of protecting their user’s data. We place ads in such a way that users can’t resist clicking them.
However, to know further about contextual ads, continue reading this blog!
What Is Contextual Advertising?
Contextual advertising is a sort of ad targeting that displays ads based on the keywords and contents of the web page rather than user behaviour.
Instead of using information from the consumer’s online activity, the adverts are put on websites based on the content of those pages, and contextual targeting makes this process easier. Rather than gathering user data to compile targeted adverts, this sort of advertising allows publishers to develop a strong marketing strategy using contextual targeting and the relevancy of the environment.
Contextual advertising is a superb option for advertisers, ad publishers, and businesses who cannot or do not choose to implement a behavioural targeting-based marketing strategy.
How Does Contextual Advertising Work?
Using a demand-side platform, contextual advertising entails the practice of contextual targeting so that your ads are seen on websites that fit your criteria. As an illustration, the procedure operates as follows on the Google Display Network.
Specify the Contextual Targeting Parameters
An advertising system must be aware of the topic of your campaign to display your adverts on websites pertinent to it for contextual marketing to be effective. Using Google.
In broad divisions like art, agriculture, sports, etc., topics are where your campaign will fit in. Your ad will be qualified to appear on websites in the Google Display Network that are relevant to your topic if you choose one of these. Beginning with something general like “Automobiles & Vehicles,” they can then narrow it down to “Trucks & Cars,” “Commercial Vehicles,” or “Motorbikes.”
The purpose of keywords is to enable more exact targeting within your subjects and subareas. Each ad should contain 5 to 50 keywords, including any negative ones, to help the networks match your ad to the content of websites. These could include automobile types and manufacturers or terms related to them, such as luxury, fuel economy, etc., for a car promotion.
When the network evaluates a web page, keywords and subjects taken together might give it a solid sense of the type of material in which your display ads should be positioned.
Google Evaluates the Websites Connected To Its Network
To match your ad with the most pertinent material, Google will examine the content on each display network website after you make your purchase. It also considers text, dialect, page structure, link structure, and other targets. Your keywords are also considered.
When Google decides where to display your advertisements, your keywords will be taken into account first if you target keywords and themes in the same ad group. Even if the sites that don’t fit your keywords are connected to your selected topics, your advertising won’t be qualified to show there.
Your Advertisement Has Been Published
The display network will locate a position for your ad that contextually suits it through the above analysis. Google illustrates how it uses keywords and topics here.
Your ad can appear on a website when your selected keywords fit that website’s main topic or a few specific elements therein. This is referred to as automated placement, according to Google. Other factors, like as the bid, languages, location targeting, etc., decide whether the advertisement is displayed on that website:
Similarly, your issues are qualified to appear on a website when they align with the content or themes of that website. And other targeted elements will determine if it works or not. Your precise keyword selection is not a factor.
What Is Meant By Contextual Targeting?
How Do You Do Contextual Targeting?
Contextual targeting is a form of online advertising where ads are displayed on a website based on the contents of the website. Because the content of the adverts is comparable to the context of the content, this targeting method is known as contextual.
A demand-side platform (DSP) is used for contextual advertising to carry out a process known as contextual targeting to display ads on websites that adhere to certain content standards. However, contextual targeting involves the following steps:
- Every URL on the website is scanned by a web crawler, which classifies the content and placements.
- The URL is supplied to the ad server in the request when a user accesses a specific page. The ad server will match pertinent campaigns to topic groupings, keywords, etc., using information gathered by the crawler for the particular URL.
Contextual Advertising Examples
App store category
One of the most prevalent examples of contextual advertising on mobile devices links apps based on the categories they are assigned in the app store.
For instance, when playing a racing game, a player will see an in-app advertisement for another app that falls under the same genre and subcategory as racing games. Additionally, there is an opportunity for experimentation. How will a car race game user interact with an advertisement for a horse or dirt bike race?
Since puzzle game commercials have long been paired with other puzzle games by ad networks, this type of contextual advertising is not new, but its track record of success sets the bar for contextual ad targeting.
Contextual Advertising Benefits
Preserves the privacy of users
The good thing about contextual advertising is that it avoids using user data for online behaviour surveillance. All the advertisements produced by contextual targeting include keywords, assisting publishers in gaining the users’ confidence.
A higher click-through rate
All parties profit from contextual advertising: consumers, publishers, and advertisers. Users gain from it since it exposes them to pertinent products through tailored marketing. Ad viewability soars, and the possibility of a significant click-through rate rises when people view relevant advertising.
Cost-effective and require minimal advertising
Contextual advertising is more efficient and cost-efficient than traditional advertising because you only invest in the ads that users click. These advertisements also include a specific message and a buying link.
Maintain brand reputation more easily
One of the main concerns of relying on user behaviour to display advertising is that the website will be revealed to a wide range of adverts from all different industries.
By omitting explicit and violent areas, ad providers can exert some control over this, but a few ads may still find their way onto the page. It implies that a brand has little control over the kinds of advertisements that appear on its website, which may be detrimental to its reputation.
However, as ads are displayed only based on the keywords or subject targeting, irrespective of what individuals have been viewing, reading, or engaging with, this is not a risk issue for contextual advertising. Contextual advertising allows websites to only show pertinent adverts without compromising their reputation.
Types of Contextual Advertising
The following are the five types of contextual advertising.
Text contextual advertising
These are the advertisements typically displayed when you enter terms into a search box or search engine, though they can also be found on websites and blogs. Most search engines demand that text advertisements carry appropriate labels to avoid deceiving visitors.
Display contextual advertising
This kind of contextual advertisement may contain both text and images and is typically seen on websites with content-related information.
In-video contextual advertising
Videos have the potential to include ads as well. Since the adverts are pertinent to the material being viewed, in-video contextual advertising does not interfere with the viewing experience. The advertisement piques the viewer’s interest by being closely tied to what they’re watching. Ads placed in context mitigate the negative impacts of interruptions that could alienate viewers.
In-game contextual advertising
Not just websites, blogs, and browsers use contextual adverts. In-game advertisements in video games are another way that they can be made profitable. When playing games, it’s crucial to maintain the user experience and prevent interruptions from advertisements. Brands may connect with enormous audiences by using in-game advertising.
Native contextual advertising
Native advertising is contextual advertising in which the advertisements or sponsored material mimic the website’s original content. Although native advertising smoothly integrates with the content, best practices dictate that you incorporate a “sponsored” label.
Conclusion
Contextual advertising refers to a marketing approach that is purely dependent on a person’s setting. Everything is taken into consideration for efficient contextual marketing content advertising, from content and keywords to images and online copy.
By putting the power in the hands of marketers or ad publishers rather than the user, contextual advertising enables them to concentrate on the visitor’s current behaviour rather than their previous actions.