Businesses know that they need to market their products and services to succeed. However, Danny Bibi of AdMedia in Los Angeles, California, believes that many business owners may not fully understand the importance of contextual advertising in today’s digital age.
The Shift Towards Contextual Advertising
In the past, businesses relied heavily on print advertisements, television commercials, and other traditional marketing methods. However, Danny Bibi of AdMedia understands that the landscape has shifted in recent years. With the rise of the internet and social media, businesses have had to adapt their marketing strategies to keep up with the times.
One of the most effective ways to reach potential customers is contextual advertising. Contextual advertising is a form of online advertising that matches ads to the content on a website. If a user reads an article about pet care, they may see an ad for pet food or toys.
What is Contextual Advertising
Contextual advertising is a form of marketing that uses the content of a web page or email to deliver targeted ads to a user. Danny Bibi of AdMedia believes that contextual advertising has become one of the most effective forms of online advertising because it is so personal and relevant.
Why Has Contextual Advertising Become So Important?
As digital advertising tools face privacy concerns, business owners should understand the importance of contextual advertising.
Unlike behavioral targeting, Dan Bibi of AdMedia understands that contextual advertising doesn’t rely on third-party cookies to deliver relevant experiences. The proven model protects privacy, serves relevant ads, and can have a phenomenal impact.
That’s why top brands and agencies use contextual advertising as part of their marketing mix.
The Difference Between Contextual Advertising and Other Forms of Marketing
The critical difference between contextual and other forms of digital advertising is that it doesn’t rely on personal data points to target users. Instead, contextual advertising uses the content on a website or app to serve relevant ads.
This is done through programmatic ad buying, where computer algorithms are used to purchase ad space in real-time. The technology matches ads to websites and apps based on specific keywords, topics, categories, or contextual factors.
For example, a travel website would be more likely to show ads for hotels, airlines, and vacation packages than a personal blog. The travel website has more contextually relevant content than the blog.
Contextual advertising is not a new concept. It’s how Google made its billions. The search engine was able to serve highly relevant ads next to search results by using the keyword someone typed into the query box.
How Should Advertisers Prepare?
As advertising professionals, you’ll need to be prepared for change. You’ll need to observe changes in audience sizes, advertising costs, reach and conversion rates and adapt accordingly.
Danny Bibi of AdMedia believes that it would be best if you also thought hard about the creativity we’re serving. Ads that meet customers where they are by showing a specific advertisement in the page’s context will be more successful.
To arm our advertising accounts with “negatives,” we can use website-specific negatives, as in “never show my ads on a specific list of websites because their content is not the context in which I wish my brand to appear.” And that’s okay! Liberal advertisers might not want their product to appear on Breitbart, whereas more conservative advertisers might not want their ads to show on MSNBC.
Some of the key factors that go into account when we’re determining whether or not contextual advertising is right for a client are:
- The size of their target market
- Their industry/vertical
- The level of competition in their landscape
- Budget considerations
- What other digital channels they’re using to reach their audiences (Display, Search, Social, etc.)
If you have a client that could benefit from contextual advertising but isn’t sure where to start, consider these three tips:
Define Your Audience
Defining your target audience is one of the essential steps in any marketing campaign. Without a specific group of people to target, your efforts will be wasted.
When defining your audience, be as specific as possible. Consider their age, gender, interests, location, and even the type of device they use. The more information you have about your target audience, the easier it will be to find them online.
Choose the Right Keywords
Choosing the right keywords is essential for online marketing, but it’s crucial for contextual advertising. Contextual Advertising will only show your ad to people actively searching for your selected keywords.
To choose the right keywords, think about the topics your target audience is interested in and the words they would use to find your product or service. You can also use keyword research tools like Google AdWords Keyword Planner and Moz Keyword Explorer to find popular keywords in your industry.
Research Your Competition
Researching your competition is a crucial step in any marketing campaign. But it’s imperative when you’re planning a contextual advertising campaign.
You need to know what your competition is doing to create an effective campaign. Please look at their ads and see what keywords they’re targeting. You can also use tools like Google AdWords Competitive Landscape Report and iSpionage Competitor Research to learn more about your competition.
Contextual advertising can be a powerful tool to reach potential customers, but it’s vital to ensure it’s the right fit for your business.
The Benefits of Contextual Advertising
It’s Effective
A study by Google found that contextual ads are twice as likely to be clicked on as traditional banner ads. This high click-through rate means that businesses get more bang for their buck with contextual advertising.
It’s Targeted
Contextual advertising allows businesses to target their ads to users who are most likely interested in what they have to offer. This ensures that companies reach their target audience and do not waste their time and money on ads that no one will see.
It’s Affordable
Contextual advertising is a cost-effective way to market your business online. Because you only pay when someone clicks on your ad, you can control your budget and know exactly how much you are spending on your marketing campaign.
It’s Measurable
With contextual advertising, you can track the performance of your ads and see which ones are performing well and which ones need to be tweaked. This allows you to constantly improve your ad campaigns and get the most out of your marketing budget.
Final Thoughts
Contextual advertising is an effective way to reach potential customers and grow your business. If you are thinking about using contextual advertising, do your research and understand how it can benefit your company.
When done correctly, contextual advertising can be a powerful tool that helps businesses reach their target audiences. By taking the time to understand your audience and choose the right keywords, you can create an effective campaign that will help your business succeed.
Interesting Related Article: “What is Native Advertising?“