In the next few posts we’ll dive into use cases for contextual advertising. We’ll focus on keyword targeting.
Keyword targeting lets us run ads on pages across the web that contain the keywords we want to surround.
There are three general use cases:
- Competitive conquesting
- Content conquesting
- Product conquesting
In all three keyword target and exclusion lists are used.
With competitive conquesting one brand can surround pages where their competitor brands are mentioned.
So, in the case of a local Toyota dealership, they may want to surround people who are researching their competitor at Honda.
Keyword contextual targeting can be setup to target ads on pages where your competitors appear. So, if someone is bouncing around pages that talk about Honda, Toyota ads will appear alongside the content.
With content conquesting, we are targeting pages that have keywords relevant to some idea or topic.
In an earlier post about programmatic advertising, we mentioned this example. An advertiser who sells caramel, like Ghirardeli, may want to run ads on recipe pages that call for caramel.
So, whether it’s apple pies, cakes, or other desserts, if the word caramel appears that would be a good place for Ghirardeli to appear.
Finally, with product conquesting, we can hone in on specific product names. On a recent episode of the LA Business Podcast we interviewed the President of American Pop Corn, Garry Smith. His brand, Jollytime Popcorn, competes with Orville Redenbacher popcorn, Pop Secret, Acti II, and many other artisan popcorn brands.
So, Garry may want to run ads whenever a site or blog mentions their competitor’s products. If a page is talking about Act II Butter Lovers Popcorn, Orville Redenbacher’s Gourmet Popping Corn, or Pop Secret Microwave Popcorn, Butter, the user should see an ad for Jollytime.
In another example, if someone is on a page reading about the specs, reviews, and merits of a Honda Accord, Toyota can show an ad for the Toyota Camry because those two car brands are in the same class and compete.
I hope this sparked some targeting ideas for your business.