BrillMedia.co

How Does URL Contextual Targeting Work?

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URL targeting gives us a lot of control over where our ads are seen and run.

URL targeting gives us a lot of control over where our ads are seen and run.

In the last post, we talked about domain contextual targeting, which allows advertisers to target sites that talk about a specific product or service that they’re selling.

So, for our company, we like to target ads on business sites because people who are reading about business are likely to be business people, decision makers, and influencers to those decision makers.

Let’s dive right in to URL targeting. This is really interesting because it gives us much more control over where our ads run.

I want to target only marketing people or decision-makers seeing our ads. We can drill down, even further. For instance we can select and serve ads on URLs inside specific publications that speak to marketing challenges.

Creating this targeting list is a lot of work, but the more work that goes into the setup, the better the outcomes. Don’t be discouraged by the amount of work that goes into this.

By identifying the exact URL that we want to target our ads will only run if there are available ad calls on those individual URLs.

This is, narrowcasting, advertising delivery. Whereas domain targeting and keyword targeting are a little bit broader deployment of contextual targeting.

And you can see that contextual targeting can be a very powerful tool to advertisers to really pinpoint where your customers are at this very moment. Pages that they are consuming content on the mindshare that they are getting from this individual URL.

We want our ads to appear in the form of banners or a video or native ads on these pages.

What’s more, the ad inventory is abundant in most cases, unless you’re creating a very narrow URL list, which allows advertisers to reach a scale of potential buyers in a way that allows businesses to grow.

Robert Brill

Robert is the CEO of BrillMedia.co, host of the LA Business Podcast, and host of The Great Reset on YouTube.

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