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Your guide to contextual targeting in advertising

When prospects confront an equipment issue such as an expiring warranty, rising maintenance costs or the desire to expand with new equipment, they usually begin researching online for solutions.
When they are in this awareness stage of the buyer’s journey, it’s imperative to get in front of them with highly relevant ads as the number of buying interactions has increased in the past year from 17 to 27.
Advertising powered by contextual targeting shifts the buyer’s journey, reaching the prospect before they contact your sales team.
[You can skip straight to a demo here.]
 

What do customers see with contextual targeting?


When someone is looking for a small business loan, they look on various financial advice websites. Likewise, when they are searching for new equipment for their business, they browse industry news websites and read equipment reviews.
While doing so, there are two types of ads they might see next to the content they’re reading: relevant or irrelevant.
For example, while reading an article giving an overview on various mid-sized excavators, an ad for a popular shoe brand pops up. Though the ad may be data-driven because it’s part of a geofencing or retargeting campaign, it’s not relevant to the content on the webpage.
However, if an ad for an equipment dealership selling the same mid-sized excavators that the prospect is researching shows up, this matches perfectly with the prospect’s needs and is more likely to be successful at generating engagement and leads.

Why do you need contextual targeting?



Ads served with contextual targeting will bring more buyers to your business, because not only are they twice as memorable than non-relevant ads, but they’re 10% more engaging than the article content itself.
Aligning your ads with relevant content also improves purchase intent by 63%, making it a worthwhile strategy to grow your business.

How does contextual targeting work?


1. Audience: For contextual targeting to work, you must understand who you are targeting in the first place. Use your own data from market research or proprietary data from services such as EDA and RigDig to develop a keen understanding of your audience.
2. Topic: With the data and market insights you’ve collected, analyze your findings to develop a list of topics and keywords that are of the most value to your customers. Look for things like problems their businesses may face, products they buy most and features they research more than others.
3. Webpage: Survey customers about what industry websites they trust and examine the content published and the keywords mentioned to make sure your ads align.

Conclusion

Grab the attention of your buyers and improve purchase intent by 63% with contextual targeting. Align your ads with keywords and topics that your customers prioritize for greater engagement and more memorability.
An even quicker guide to contextual targeting can be found below and on YouTube.

 

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