Contextual Targeting – What is it?

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The success of a PPC advertising campaign is largely due to the correct settings. When configuring it, it is necessary to specify the place where the ads will be broadcast or to specify the target group - this is the so-called targeting. Thanks to this, the chances of a valuable conversion are much greater, because the message reaches people who are most likely to be interested in the advertised product or service. One of the methods is contextual targeting . In this article, we explain what it is and whether it is worth deciding on.

Contextual targeting – what is it?
Contextual targeting is a method of targeting online advertising that involves placing a marketing message in the appropriate context. What does it mean? The ad will only be displayed on sites that are thematically similar to its content.

For example, an ad for a dress will be displayed india mobile phone number on women's clothing portals, but not on a DIY forum or a car service. In the first case, the probability of conversion is much higher, and this is one of the things that matters when setting up advertising campaigns.

Types of contextual targeting



Contextual targeting can be used primarily in Google Ads , the world's most popular advertising system. In the case of this type of broadcast, there are two ways to target ads:

On keywords – during configuration, the advertiser assigns appropriate keywords to the campaign. The ad will be broadcast on sites containing the specified phrases.
On Topics – the advertiser assigns specific topics to the campaign. The ad will be displayed on sites related to the specified topics.
How does contextual targeting work?
The entire process of targeting ads using contextual targeting can be divided into three stages:

The advertiser assigns specific keywords or topics to the campaign.
Google analyzes pages in the contextual network based on their content and then determines the topic of each page.
The Google Ads system places ads on sites that match specific keywords or topics.
Remember, however, that a matching topic or phrase does not guarantee that your ad will appear on a given page. Many other factors also affect this.