Rise and Rise of Contextual Targeting
Contextual targeting is gradually developing into a science that gives users information about what they need even before they know they need it! Armed with this foresight, contextual targeting is geared up to take digital marketing that much closer to its customers. What is contextual targeting Contextual targeting is the online marketing that leverages users’ browsing history to display ads that might be relevant to their requirements. For example, if a user is searching for sports news online, then the ads displayed alongside would be about sports equipment, or tickets being sold for an upcoming tournament. The ads displayed repeatedly are designed to persuade potential customers to follow through on their subject of interest. Contextual targeting provides more personalized and relevant information that the customer is searching for. It becomes more effective the longer a customer spends time online. Usually, when customers are using search engines to look up any information, say a place, a service or a hotel, they are inevitably giving out information for the search engine to use for contextual targeting; which is really great, as customers get to know about a lot more options through these ads. But then, there is also the question of whether contextual targeting is gathering customer information on the sly, or snooping on web-page visitors. Having said that, as long as contextual targeting does not infringe on the privacy of users, it can be a great tool for marketing. How does contextual targeting work
Contextual targeting works through a code that is incorporated in a webpage. The function of the code is to search through the page for keywords and pull the content-specific ads of from its database of sponsoring companies. While the keywords are coded in the software, the adverts are selected and displayed by automated systems. At times, this could result in irrelevant ads being displayed, since the ads merely match words, and not their meanings. However, the advantages of contextual targeting are many. Advantages of contextual targeting Greater engagements: You can target customers who are genuinely interested in what you are selling. Higher Conversions: When your ads are showing your potential customers just what they are looking for, you could get a higher conversion rate for them. Relevant ads that match the content: Ads are about the same topic that customers are already looking up, so they end up being a better received. User satisfaction: With contextual targeting, users are getting more to choose from. This is going to result in a higher user satisfaction. Cost effective: It is easier on the pocket, as compared to other conventional modes of marketing. You only pay for ads that have been clicked by visitors to the webpage. Tool for Contextual targeting Contextual targeting tools automatically build the keyword lists which could be used to show ads on the relevant pages. With these tools, you could build keyword lists in minutes! Google AdWords Contextual targeting tool is very effective in helping you create your keyword list. Read this article to learn more about it. Future of Contextual targeting According to a report, 90% marketers believe that contextual marketing is the next big thing in the world of digital marketing. This form of individualized marketing is going to cater to customers in a much more personalized manner than at present. This in turn is going to result in a focused targeting for products and services, and a better customer experience.