You can get away from the fact!
Your customers have been ignoring your banner ads, sponsored search results & video ads lately.
It is because you have not been doing it right. Learn about contextual advertising – learn the art of creating campaigns that fit into the context. Create the marketing experiences that get etched into the memories of your customers.
Advertising is not only about serving the half-cooked ads and that too in front of people who are not really hungry. It’s about putting out these ads in front of people who are really interested.
The heart of marketing lies in the concept of serving ads to the right people at the right time and putting these ads in the right context. Most marketers today are struggling with bringing this simple strategy into action.
Contextual marketing is nothing but all about helping advertisers & marketers reach their target market smartly.
What is contextual advertising?
Contextual advertising or contextual targeting is when targeted ads are served to the audience based on his search history, his recent web browsing activities & whatever he may be interested in. The idea is to serve them with only those advertisements he might be interested in. It is about reading your customer’s mind and then letting them know about the product or service you are selling (only if they are really interested in your product).
For instance, someone who was looking for a pair of sports shoes and then he turned to some other website. Contextual advertising is about showing this person sports shoe ads while he started browsing another website just after he searched for sports shoes. This will connect your audience to these ads and they will find it relevant.
In contextual advertising, ads are served to the audience via an automated system, which displays only those ads that are relevant to the context it is placed in. You may also know what is contextual advertising by going back to our previous blog.
How to implement contextual advertising?
The concept is about Google robots scanning the keywords that appeared on the website and serving ads that are relevant to the users in the context of those keywords.
Contextual marketing is about being contextually relevant. It is about delivering the right message at the right time. You can use contextual advertising to bring rewards to your customers. You can collect this information and add it to your CRM and create personalized offers for them. These customers (you have created personalized offers for) will help you acquire more customers.
Contextual marketing is best for promoting the launch of your product. Most brands plan their product launch much before and you as an advertiser can take advantage of the fact. Take your time to take into account everything happening around your product launch – consider a holiday, latest trends & other events happening around the launch. That way you would leverage contextual advertising in the most valuable way.
We have some more important tips you can use while implementing contextual targeting in advertising. Let’s see:
Contextual Targeting Tips:
- Know your target audience.
It is all a waste of the company’s resources and time if the ads that are being shown are not relevant to the audience. You cannot show honeymoon tour ads to an 80-year old individual and expect results. Serving your ads to the right audience at the right time is a prerequisite. You have to analyze your target audience much before. Knowing about their search habits and conducting a thorough analysis of what they are looking for most of the time is important to start with. You can then use that data to strategize your ads and bombard them to your audience when they are most active on the internet.
You can also send targeted offers that are limited for a limited period of time. This will help in enhancing the conversion rate & brand awareness. If you want to know more about how to enhance conversion rate we have got you covered.
- Focus on creating a broader list of keywords.
Be smart while you create your list of keywords for your contextual ads. Make this list as broader as possible. Don’t just use synonyms of your main keywords, rather try using keywords that are related to the theme of your ad. For instance, if you are advertising for a sports shoe brand, don’t just include keywords in a list like sports shoes, shoes, or footwear – instead, you must consider using keywords like fitness gear, fashion, comfortable shoes & alike. This will get you a chance to reach a broader range of audiences.
- Use CTAs, customer feedback & other facts.
Why are we even talking about creating campaigns and advertising a product or service? Because we want people to know good and convincing things about our products in a way that sounds true and not that just makes false promises. Adding past customer positive feedback, irresistible CTAs & other related facts would make your promises look true. Audiences are most often driven by transparency & facts.
- Make use of Retargeting
Retargeting is a concept in which ads are shown on different platforms to those people who have previously shown interest in your product. Retargeting can be smartly incorporated with contextual advertising to display ads to those customers who have shown interest in your product but have not reached the purchasing page.
Retargeting is an effective way to target all those customers who have shown interest but have not purchased your product. Contextual ads are not just for the launch of the products, but also for those products that have been there for quite some time. Retargeting ads powered contextual advertising will convince customers to buy all those products that have been left in the shopping cart.
- Choose the advertising platforms mindfully.
Just creating and deploying your contextual ads at the right time & to the right people is not enough. But, you have to be very careful about the CTR & the responses you are getting. You have to be equally active while tracking the results. When you will analyze the results, you’ll notice some websites will get you tremendous results while others will do nothing more than wasting your resources & time. So, all you have to do with this analysis is to exclude all those non-performing websites. Use this information to your advantage & focus on sites that can boost the conversion rate.
Every single ad that the company puts in on a platform utilizes resources and therefore there should be some return. If it does not get a return on investment, there is no point in putting those ads in front of the user. We can take care of certain key aspects and return is inevitable.
At AdMedia, we help businesses boost Advertising with Contextual Marketing. Our proprietary algorithms provide customers with what they are looking for and in a way that is relevant. We help you send precise, relevant, and targeted messages to consumers that feed into the unique and relevant content that the customer wants.