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Contextual advertising vs. behavioral advertising
Behavioral advertising is based on previous browsing behavior, while contextual advertising is based on the content of a web page. Behavioral advertising tracks the actions and preferences of users visiting a website.
Contextual advertising targeting
Contextual advertising can be targeted in several ways. Using advanced targeting options, we can ensure that we reach specific target groups and constantly monitor them.
Basic management methods:
keywords - words or a set of words that appear on a given page where the advertisement is to appear;
Keyword targeting
Keyword targeting
topics - by choosing a topic, we ensure that the advertisement will appear specifically on pages related to it;
Topic targeting
Topic targeting
placements - contextual ads can be directed to websites, selected subpages or YouTube channels, mobile applications, application categories.
Placement targeting
Placement targeting
Targeting methods can be combined and all used simultaneously.
Forms of contextual advertising
There are several types of ads in the Display Network that 99 acres database can be used to prepare a contextual ad. When preparing a contextual ad, we have a choice of different formats: text ad, video, animation or graphic ad.
Submitted display ads
Graphic ads can come in various shapes and sizes, they can take the form of a banner, a button, or appear as horizontal or vertical blocks. When creating them, remember to follow specific recommendations regarding their size and requirements, because the system will very quickly reject those that do not meet them. You can create these ads yourself or have them created by a graphic designer.
Flexible display ads
Responsive advertising adapts to almost any available space in the advertising network. Their creation is partially automated based on a template, on the basis of which Google systems then create other sizes appropriate for a given site. The configuration consists of defining a logo (rectangular in landscape orientation and square), 5 short headlines, 1 long headline, 5 ad texts and a maximum of 15 images. The system strives to display the best results and show itself to those recipients who are specifically interested in the topic.
Contextual advertising mechanisms
Contextual advertising is based on two basic mechanisms: cookies and data provided when creating a Google account.
Cookies - which collect data on the websites you visit, what you buy, what you are interested in. This data is then used, among other things, to personalize ads.
Data based on the information provided when setting up a Google account accompanies the user on a daily basis. They are usually true, because they can be used, for example, to recover a password if it is lost. When we use an Android smartphone, we log in to a Google account. This information, plus the location where we are, is sufficient data for contextual advertising and more.
On this basis, Google's algorithms very precisely match ads to user preferences.
