Word of the week: Contextual targeting
Contextual targeting is a marketing method used to ensure the most relevant messages or ads are placed in front of audiences. Advertising networks, like Google AdWords, often provide contextual targeting options, where the system will analyze content on webpages for keywords and display ads closely related to the keywords. The idea behind contextual targeting is that marketing to prospects requires being in front of the right audience at the right time. Ads that are contextually relevant appeal to readers who visit those webpages, resulting in a higher likelihood that those ads are clicked and later converted into paying customers.
Read our previous ‘Word of the Week’ on geo-targeting.