Imagine you are walking through a bookstore, searching for a cookbook because you want to bake true Italian lasagna. As you browse, someone hands you a flyer for a new Italian restaurant in town. That’s how contextual targeting would look in the real world.
What Is Contextual Targeting?
In digital marketing, contextual targeting works similarly to the example described above. However, instead of handing out flyers, it places ads on websites based on the content of those websites. So, if you’re reading an article about traveling to Italy, you might see ads for Italian language courses or travel insurance for Europe. It’s about showing you ads that make sense in the context of what you’re already interested in.
To understand this concept even better, let’s go through some more details.
Contextual Targeting Definition
Instead of targeting ads based on who the target audience is (like age or hobbies), contextual targeting focuses on where the ad appears. The idea is to match ads with website content that is related to the ad’s message.
Contextual Targeting Examples
Contextual Targeting Example #1: Sports equipment ads on fitness blogs
How is that contextual targeting? Ads for running shoes or workout gear are displayed on fitness and wellness blogs, matching the readers’ interests in physical activity.
Contextual Targeting Example #2: Cooking gadgets on recipe websites
How is that contextual targeting? Promotions for blenders or baking tools appear alongside recipes on culinary websites, appealing to those exploring cooking content.
Contextual Targeting Example #3: Travel insurance on destination guides
How is that contextual targeting? Travel insurance ads are featured on travel blogs that provide guides or tips about specific destinations, offering timely solutions to readers planning trips.
Contextual Targeting Example #4: Educational courses on learning platforms
How is that contextual targeting? Online course ads for web development or graphic design are placed on educational articles or videos about learning coding or digital art skills.
Contextual Targeting Example #5: Car accessories on automotive review websites
How is that contextual targeting? Ads for car seat covers or tire discounts on websites reviewing different car models or providing tips on vehicle maintenance, targeting car enthusiasts.
How Contextual Targeting Matches Ads to Content
Contextual targeting uses keywords, a URL, images, a page category, and the main theme of the web page to decide which ads to show. This means that contextual targeting is all about the setting – it guarantees that the ads the target audience sees are directly related to what they are already looking at. This keeps the ads relevant and increases the chance that the target audience will find them useful and relatable.
2 Big Benefits of Contextual Targeting for Users and Advertisers
Contextual targeting is incredibly relevant because it shows the ads that are more meaningful to your target audience. The benefits of this incredible method are clear:
Benefit #1: The target audience is less likely to be annoyed by irrelevant ads.
Benefit #2: Advertisers are more likely to reach an audience genuinely interested in what they’re offering.
That being said, by using contextual targeting, marketers can create a win-win situation where ads, instead of being intrusive, are considered more useful by the target audience.
