Reaching the right users with online advertising is always a challenge for companies. You’ve probably already asked yourself how you can reach the users who are really interested in your products and services in the great jungle of the Internet. This is exactly where content targeting comes in. This targeting method is not about being present everywhere on the World Wide Web, but about placing your ads in the right places. Namely on the websites where potential consumers are waiting for you.
In this blog post, you will learn how to reach your target group with content targeting and what you need to consider in order to finally run successful online campaigns.
Content Targeting: Definition
Content targeting is also known as contextual targeting or contextual advertising. Content targeting is a Form des Targeted Advertisingsin which banner advertising or Google Ads are placed in a target group-specific, editorially appropriate topic area. Using selected keywords, ads are placed on websites with suitable content in order to specifically address potential buyers in their natural area of interest. The advertising banners are often designed to match the target page in order to achieve greater acceptance among users.
How content targeting works
With the help of content targeting, you can place your online ads exactly where your target group is. But how do you find the right editorial environment for your advertising? To do this, you need to know that content targeting is closely related to SEO (Search Engine Optimization) und SEA (Search Engine Advertising) steht.
So-called ad servers manage the advertising space on websites and play Ads target group-specific content in addition to thematically appropriate content. These database management systems analyze websites according to relevant keywordswhich are placed in a thematic context. The semantic environment plays an important role here. For example, someone looking for a new credit institution will enter keywords such as bank, credit or account into the search engine. These and other terms that are in direct context with one another signal relevance to the search engine.
However, it is not only important that certain keywords appear, but also how often they appear in the text. WDF*IDF-Analyse You can determine which terms appear in the texts of other websites and with what weighting. In this way, your content signals to the search engine that it is a page with important information on a specific keyword or topic.
In addition, content targeting uses the interests of the target group to find the right editorial environment for the banner advertising. For example, someone who is interested in opening a new bank account could also be interested in a building society contract or life insurance. When using such contexts, one also speaks of semantic targetingWith content targeting, however, content and coordinated advertising are linked 1:1. In the example above, this would mean that in a blog article about building savings, only advertisements for insurance companies that offer building savings contracts would be displayed.
The benefits of content targeting
Content targeting is the perfect symbiosis of content and advertising. On the web, users are literally flooded with banner advertising, which is why ads are often perceived as annoying. After the well-known phenomenon of the so-called Banner Blindness Experienced internet users often automatically hide ads.
A clear advantage of content targeting is that the advertising banners adapt to the editorial environment. Your ads are perceived as less intrusive and are therefore more likely to be accepted. In addition, with content-related advertising, you can even provide users who are interested in a specific topic with a real added value. By the way increase your brand awareness and remain positively in the memory.
The success of your online advertising does not depend on how often your ad is displayed, but on where it is displayed. Your ads are placed exactly where your target group is. By using your ad on a topic, you avoid wastage, reach higher click rates and increase the likelihood of a Conversion. Consequently, you can use it to Reduce advertising costsbecause fewer ads need to be displayed.
In contrast to other targeting methods such as Behavioral Targeting requires content targeting no visitor data for analyzing the appropriate advertising space. The provisions of the GDPR (General Data Protection Regulation) require visitors to a website to consent to the use of Cookies agree. However, many users reject this, which prevents an analysis of surfing behavior and an evaluation of user data. This problem does not arise with content targeting, as the placement of advertisements is based exclusively on the content of a website.
With content targeting you can:
- achieve greater attention and counteract banner blindness,
- increase the awareness of your brand in the right target group environment,
- a better Click-Through-Rate (CTR),
- Your advertising costs per Ad Impression (CPMs),
- and your Costs per Order (CPOs).
The disadvantages of content targeting
As you have already learned, analyzing the right content for advertising is a complex process and depends heavily on the Text quality of a website. For the ad servers, the topic of a website must be clearly recognizable by means of its keywords and their semantic context. If this is not the case, it can lead to pointless advertising This danger is particularly present with keywords that have multiple meanings. For example, banner advertising for a bench can mistakenly end up on the website of a credit institution (bank).
It also becomes more complicated when a website deals with several topics at the same time. For example: A blog article with hair care tips describes the daily care routine and at the same time gives nutritional advice for healthy hair. Which context should be advertised? The ad server could advertise certain hair care products on this page, but also a seminar on healthy nutrition or nutritional supplements. However, this weakness also shows how complex content targeting is.
A little SEO tip: To counteract this vulnerability, the Metadata of a website. They help the ad server to narrow down the context.
Conclusion
Content targeting allows you to display your ads where your target audience is. This is a high probability of increasing your Conversationrate and minimize your online advertising costs.
Would you like to boost your business with content-related ads? Xpert Digital supports you in the implementation of all SEA campaigns and is your competent partner. Please feel free to arrange a non-binding consultation appointment and let us convince you of our many years of know-how!
Frequently asked questions
Was ist Content Targeting?
Content targeting refers to online advertising that appears in an editorially appropriate topic area and is aimed at a specific target group.
How does content targeting work?
So-called ad servers scan websites for specific keywords and put them into context. Using this data, the ad server places banner advertising on thematically relevant pages.
Warum Content Targeting?
Content targeting allows online advertising to be placed directly on the websites where the target group is located. This means that visitors are more likely to accept the ad and minimizes wastage. The company achieves higher click rates and lowers advertising costs.
