As a concept, contextual advertising has evolved over the years. What started as a method to simply show readers ads relevant to a specific niche has now developed into a form of advertising that goes beyond just content taxonomy. Today, contextual advertising is not merely about targeting people who like food and beverages; it’s about targeting people who like food and beverages, are interested in hot drinks like coffee, and have a vested interest in buying that fancy coffee machine. Do you see how granular contextual targeting has become? Basically, contextual advertising now allows intelligent and hyper-relevant ad placements to deliver marketing content to readers.
Here is how you can drive better ad revenue with contextual advertising.
Privacy is now at the center of changes happening in the entire advertising industry across the world. Users are waking up to the fact that advertising that uses their data without their consent is not only unethical but also illegal, thanks to the newer privacy laws. As such, targeting the right user at the right time with the right ad using their personal data is now difficult to do. Contextual advertising solves this problem as it does not access cookies or personal data to display relevant ads. So, as a publisher, you can rest assured that you are compliant with all the laws – GDPR and CCPA while displaying contextual ads. Not just that, but because contextual ads don’t store cookies, they also perform very well in mobile and browser environments that don’t allow third-party tracking – like Apple, Safari etc.
The great thing about contextual advertising is that it matches the content of the webpage it’s being displayed on. This is half the battle won. This means that if you’re viewing a webpage that talks about golf and the famous golf courses in America, you are likely to see an ad within that spectrum – bookings for golf courses, golf equipment, etc. The more relevant the ad, the more likely is a user to click on it. Contextual advertising understands that every user has different areas of interest and will have a different experience on a website. How effective contextual advertising is for you also largely depends on the ad network you choose to sign up with.
You want your ad units to enhance your user experience – not diminish it. While contextual technology will take care of the relevancy of ads, it’s a complete native experience that will finally rope a user in. Native advertising is when you customize your ad form to match the look and feel of your website. With native ads, you can decide the size of your ad unit, it’s color scheme and placement. Contextual + native advertising together will change the way you monetize your content.
A great way to judge the performance of your ads is to A/B test with ad placements, contextual keywords on ads and ad unit sizes. You may realize that a particular ad unit works better on the header of your page rather than on the side. It will also do you good to experiment with ad types. The more data you can collect on the A/B test, the more accurate your results will be.
Irrespective of the ad network you choose to sign up with for deploying contextual ads, it’s important you know how to interpret your ad revenue data and look at multiple data points and splits to keep making changes and improving your ad performance. Some of the most important metrics are impressions, CRTs, viewability, performance by country, device, and more.
While ads are a great way to generate revenue, they will have little to no impact if you don’t display the right kinds of ads. Contextual advertising, if done well, can be the answer to all your monetizing woes. Just remember to choose the right ad network as your monetization partner.