There are many ways to reach your audience through digital targeting. Google Ads, Facebook Ads, and SEO are just a few of the methods available to marketers. The focus of this article is on two options that can get your message in front of the right people; contextual and behavioral targeting. They are similar in many ways but differ in how the tactics find relevant users to serve your ads to. Let’s explore each option.
Contextual Targeting This tactic places your ads on specific web pages that contain content and keywords within the context and the body of the site. For example, if you sell camping gear, Integrity Media will place your ads on websites that fit into the lifestyle and web activity patterns of the camping or outdoorsy audience. Our system will find websites that cater to those categories and will display your ad on those websites so when a relevant user visits, they will see your ad.
Behavioral Targeting Tracks a user’s history, search behavior, location and delivers the relevant ads to them. Ever search for something and then start seeing ads for similar websites or products? You left clues for a marketer who offers similar items to find you. A user can search through websites or click on articles or even make purchases. All these activities reveal their current activity or interests. Once we find that info or make that purchase, we are on to the next thing, and eventually, those ads fall off, replaced by new relevant ads. That’s what this tactic is all about.
Blending the two tactics gives you the best of both worlds. Your ads get shown on sites that interest your kind of consumer with contextual targeting. With behavioral targeting, your ads follow people around their web usage based on their current activity.
Want to get these two tactics working for you and your business?
Give Integrity Media a call. We have 25 years of experience and will guide you through the process..