In the post we talked about how keyword targeting can be deployed, with competitive conquesting, content conquesting, and product conquesting.
In this post, we’ll dive into domain targeting use cases.
When we deploy domain targeting we think about sites and apps that really speak to a specific type of audience. So, broad portal properties like Yahoo, AOL, and news sites are usually not good for this. But, as with most parts of advertising there are exceptions.
We want to deploy domain targeting for category specific content. So, let’s say that we want to reach Dodgers fans. Let’s say our client is Farmer Johns, and we want to reach people who might go to Dodgers games, and we want them to buy our famous Dodger Dogs at the grocery store. This targeting is really straight forward. Run ads on sites that speak about the Dodgers. These sites include:
Now, we know that anyone on these sites is a Dodgers fan. These sites can be used for any product that might be interesting to Dodgers fans in LA. So, you might deploy this site list to advertise gloves and mitts for kids, batting gloves, other hot dog brands, general baseball lifestyle gear, or a baseball related video game.
In another business to business use case you may want to target a slew of legal trade publications in case you are selling a product or service to lawyers.
Let’s say you want to sell accounting services to lawyers, or you want to help legal staff get additional educational accreditation, then your contextual domain targeting can appear on these sites:
So, if your category has publications that allow for niche content websites, you are in luck. There are a lot of great consumer facing blogs about a variety of topics.
Likewise, there are trade publications that support programmatic and contextual ad delivery.
This is a great way to target people interested in the category of products that you sell.