Contextual targeting revolves around keywords and topics, or the primary themes of the website.
When you’re running PPC ads in Google, you can select the targeted keywords and topics, to make sure that your ad only shows on sites related to those themes. This is what makes contextual more advanced as compared to behavioral advertising.
These themes dictate where you want your ads to appear. For example, if you’re running ads, and your primary keyword is “dumbbells,” you might choose keywords such as “workout equipment” or “strong workout equipment.” Your ads will only appear on websites with those keywords which also helps in audience segmentation process, thereby reaching the interested viewers only.
There is also an option of selecting negative keywords, so that your ad doesn’t appear when someone isn’t even searching for dumbbells. This could be “barbells.”
If you decide to run your ads based on topics instead of keywords, you can still run dumbbells, but this time choose a broad theme like health and fitness. In this case, your ad is less targeted and could end up with fewer results.
Contextual targeting Google Ads
To be clear on the whole process. Here are tips on how to go about the process of launching a successful keyword contextual targeting campaign.
1. Define your Ad Group
Each ad group must have particular themes. Begin with the themes that best describes a product or a service, and avoid themes that are aimed at targeting customers. If your company is already established and has a strong brand, remember to include branded keywords in keyword targeted groups.
2. Generate Keywords
Each ad group should generally have between 5 to 50 keywords. It’s best to avoid repeating keywords that are in the same group. Also, use keywords that are closely related to the ad group theme. You can make good use of the keyword tool to generate a good keyword list.
3. Set Ad Group Bids
Set both your initial display network and search bit at the same level. You can adjust later after launching a campaign and gauging its performance.
4. Add Negative Keywords
These are basically keyword terms that may have a close spelling with your targeted keyword. Setting negative keywords makes sure people don’t get your ad even when there are not searching for what you’re offering. In our previous example, the negative keyword was barbells when targeting dumbbells.
5. Conversion Tracking
There is no point in running a campaign if you don’t know what you’re getting from it. Otherwise, you might just keep spending and spending, with no substantial results. It’s important to check your ad performance so you can make adjustments, to invest in what’s working. Fortunately, there are tools like Google Ads conversion Tracking that give you insights that you can use to up your game.
6. Optimize your Campaigns
After running your ad for a couple of days, check the networks tab, and correct the poor matches by adding negative keywords and excluding placements.
Remove and ad keywords, pause the optimized ads that are still not converting, and adjust your bidding. Focus and add more groups that are similar to the ones performing well.
Final thoughts on Keyword Contextual Targeting
You don’t want to reach a huge audience. You want to reach the right audience. This boosts the possibility of your conversion rate.
With keyword contextual targeting, every business can now accomplish this.