Contextual Targeting in Digital Advertising
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Jan 18

The power of contextual targeting

January is all about trying new things. Perhaps you’ve signed up for an underwater yoga session at your local aquarium or joined a cooking class to learn different ways of making toast. Maybe you’ve even found time to start that Springsteen tribute band that strictly plays “Born to Run”Šand only books gigs at high school track meets. While you’re at it, why not try something new within the world of digital advertising?

A strong campaign often makes use of a variety of targeting strategies. While data targeting capitalizes on demographic, psychographic, and purchase behavior segments to reach your ideal audience, contextual targeting allows you to advertise on specific categories of sites in order to reach customers you didn’t even know you had. Contextual targeting is often cost effective, drives great traffic, and acts as yet another tool to turn those advertising dollars into conversions.

Within the ad group level set-up of your Choozle platform, the Categories & Site Lists option allows you to access a seemingly endless library of rich contextual segments, from home improvement to health products and everything in between.

Once you find the contextual segments that apply to your specific campaign goals, pay close attention to the last line of the set-up process. The system will ask for a bid adjustment to allow you to advertise on sites that fall outside of your selected categories. If you want to strictly bid on sites that are included in the contextual segments you chose, make sure to enter the figure as “0”.

And that’s it! In just a few minutes, you can try out a new targeting strategy and become a contextual targeting guru. Give it a shot today—Thanks to Choozle’s programmatic model of media buying, you can make adjustments to your advertising campaigns in real time. Plus, a diversified strategy can go a long way in helping you build a robust pool of website visitors that can later be used for retargeting. No more one-dimensional campaigns and no more burnt toast? 2016 is going to be a great year.


The Choozle Client Success team is on the front lines with our users as they plan and execute their digital advertising campaigns. The Client Success Corner is a bi-monthly feature on hot topics, resources, and best practices that our team comes across every day.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.