Contextual Advertising: What Is It?

Investing in any form of advertising is a great step in growing your business. However, not being smart about your ad strategy can be a huge loss for your business. Contextual advertising is one of the best ways to ensure you’re reaching the right audience at the right time. 

What is contextual advertising?

Contextual advertising, also known as contextual targeting, is a targeted and automated form of digital advertising.

Advanced ad platforms, like Google Ads, can help you select and show ads based on the user’s identity and the website content they’re visiting. 

If you’re targeting a really specific niche, this is a great investment for brand awareness and to reach the people that matter to your business. 


How important is it for my business?

Using contextual advertising can provide you with many competitive advantages. According to BusinessWire, brand favorability increased 40% for consumers targeted at the contextual level. That means users will prefer purchasing from your brand to other competitors! 

When using this kind of advertising, you are actually targeting viewers whose reaction to the ad matters. That means, they’re more likely to inquire or make a purchase on your service. That’s way better than just throwing your ad out in cyberspace, hoping someone who needs it will find it. 

If you’re using Google Ads for your ads, it can help you target users based on their demographics, interests, the topics, and keywords they search, etc. This is great because 7 out of 10 users prefer personalized ads, and four-fifths of consumers are more likely to make a purchase when a brand gives them a personalized experience.

The customer is happy, and you make a sale, it’s a win-win situation.


What formats can I use?

Video ads. You can use video ads and let YouTube target viewers for you as YouTube does a good job of showcasing videos and ads based on a user’s interest and watch history. 


Native ads. These are ads that appear as if they were a natural part of the website. They follow the site’s design guide, style, and function. An example of this would be social media ads, say on Twitter, where the ad seamlessly integrates onto the feed.

The behavioral ad combines the context of a page with a user’s behavior like their location or pages visited. This uses collected data from the user’s searches and keywords. This is a really important tool to look into, especially if you’re looking for a very specific niche. 

Email ads you can utilize email to send out personalized emails. You can have a different template targeted for every demographic, allowing a more enticing ad experience for your readers.


How do I use it?

Google Ads has a really great option for contextual targeting, and you can try that out. Google can match your ad to relevant websites using your keywords, location, and a user’s browsing history. 

On the other hand, you can also consult with social media ad managers that can conduct competitor checks and curate a comprehensive ad strategy for you. Digital Offisider can help you out! Feel free to contact us at any time for any inquiries or questions about contextual advertising (or any kind of advertising, really – we’re cool like that). 

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