Contextual Advertising
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What is the Ideal Approach to Contextual Advertising

by Eric
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Advertising your products or brand based on online user behavior or browsing history is not the only way to promote. Another way to reach potential customers is using contextual advertising. This approach targets users on an ad network based on various parameters like a keyword or a specific topic on a website. You may spend a huge sum of money on advertising and still end up with no sales. Contextual advertisement follows some basic steps to place your ad on the relevant web pages.

Step 1: Analyze User Behavior and Competition

According to Investopedia, around 64 percent of consumers tend to purchase after watching online branded videos. Before you start advertising your products, studying the behavior of the intended audience is important to place a target. You can track user behavior on various sites with the help of cookies. This will help in building the ads according to the tastes and likes of people. This is a critical step in ensuring that your ads will be shown to the people who will take a call to action and interact with your brand.

Competitive analysis is a crucial step to follow before you start advertising your product online. You should check how your competitors attract customers to ideal websites.

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Step 2: Choose the Right Keywords

The advertising system should get a clear idea about the contextual advertising campaign. It will help in placing the ads on relevant web pages. Keywords and topic-based parameters will help analyze web pages and decide where to place your ads on the internet. Keywords are specifically targeted within your topics and subtopics. An ad publisher will ensure that the ads they are displaying align with the interests of the audience.

For example, if a user is searching for a website showing the top schools in the area, there could be ads on the web page showing suppliers of school bags and stationeries. It helps in grabbing the attention of the user.

Step 3: Google Analysis

Once you place an order to publish your ad in Google, it will analyze the content of web pages in the network. It will try to match your advertisement to the most relevant website. Keyword analysis, text, body structure, and other details will determine the placement of your ad. When you use the Google Display Network (GDP), you can change your network setting to either a broad or a specific reach. If you select broad reach, Google will place your ad on the internet analyzing your topic.

If you select a specific reach, your ads will appear only on certain pages that match your keywords. This will limit your reach to a larger audience.

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Step 4: Your Ad is Placed

The Google network places your ad on the most relevant website to attract the audience. Your ad is now live on the internet. Contextual advertising focuses only on proper ad placement. Hence, it is the best way to help your business increase brand performance on the internet. It supports quality over quantity. If you are looking to increase sales or create brand awareness and rank first in Google, contextual targeting is the best approach to get the desired results.

Ensure that your website and ads are optimized for mobile devices. With an increasing number of users accessing the internet through smartphones, mobile optimization is crucial for a positive user experience and better search engine rankings.

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