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Mar 21, 2024

Accurate keywords are essential in contextual targeting

Dayna Lang
Author Dayna Lang

Using accurate keywords is a critical part of contextual targeting. While keyword research is a good first step, it isn’t enough. Marketers need to use specific and relevant keywords to sell their brand. 

The context surrounding a word is just as important as the word itself. Keywords and product names can be flagged as inappropriate or irrelevant out of context. If a brand’s lipgloss is called “Gloss Bomb,” the word “Bomb” could trigger safety filters on its own, but in context, it becomes crucial product information. This situation is where using well-planned long-tail keywords is of the utmost importance. 

Brands must also consider how their keywords might appeal to the wrong audiences. Marketers cannot afford to inadvertently advertise regulated substances to restricted demographics. For instance, brands cannot advertise alcohol to minors and can face steep consequences if they do – even accidentally. This is even more critical in regions where regulations are stricter. 

Considering the full context of keywords helps marketers avoid unwanted pitfalls and keep their campaigns on track. 

Use specific keywords for contextual targeting 

In contextual targeting, accurate keywords are essential. Content that uses specific and relevant keywords ensures that ads reach the correct audience. 

Contextual targeting systems analyze phrases, themes, and keywords to determine which ads are the best to display. In addition to keywords, these systems use the surrounding context to choose an audience for the content. 

A recent GumGum study found contextual targeting was more efficient than behavioral targeting when measuring cost-per-click (CPC) and cost-per-viewable impression (vCPM) metrics. Contextual targeting proved to have a 48% lower CPC rate and a 41% lower vCPM rate than behavioral targeting. 

For contextual targeting to have this high success rate, the content needs to have keywords that fit seamlessly with its subject matter. This makes it possible for content about houseplant care to display ads for grow lights and content about hair care to display ads for shampoo. 

Contextual targeting is like a partnership between content and advertisers. One relies on the other to reach the right audience and to keep that audience engaged. 

Tips for using keywords in contextual targeting 

According to Google, marketers should include 5 to 50 keywords in their content and avoid repeating keywords in the same ad group. It also recommends using keywords that are “tightly related to the ad group theme.”

Relevance is a critical factor when choosing keywords. Relevance is what draws in the correct audience and lets keywords flow seamlessly into content without feeling awkward. 

In SEO and contextual targeting, well-written content is the most important factor, which means having keywords that naturally flow into the subject matter. It also means using specific keywords. 

If keywords are too broad, they can dilute the content’s messaging, attract unqualified visitors, and lessen the effectiveness of contextually targeted ads. 

Competition is another important factor in choosing keywords. While it is important to determine the level of competition for a keyword, competitive analysis should take place when choosing content topics, not during the writing process. 

Highly competitive keywords are more challenging to rank for, so if marketers want to avoid these words, it’s better to refrain from writing about those topics. It’s more effective to use accurate keywords than to force unrelated keywords into content for the sake of avoiding competition.

Another way to lessen competition is to look for long-tail keywords. These are more specific and have lower search volume, which can be a valuable strategy for keeping keywords relevant and natural in a high-competition setting. 

Keywords are the bridge between advertiser and content writer, making contextual targeting possible. This partnership requires that words are used intentionally, naturally, and accurately. By using relevant and specific keywords, writers give advertisers the tools they need to place ads effectively – letting both parties reach and captivate their target audience. 

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