Contextual Targeting

How to enable Contextual Targeting on a campaign level

Contextual targeting matches a brand's ad to the content that the user is consuming, ensuring brand safety and suitability. This is accomplished by utilizing keywords and matching them to the content on the page and/or URL.

Here we will discuss how to set up contextual targeting in your campaigns.

How to enable Contextual Targeting for your campaigns

To enable contextual targeting in your campaign, you need to:

  1. Create a keyword list of certain words you want to target.

  2. Enable Contextual Targeting on a campaign level.


Keyword Lists

The keyword list can be created on the Keywords page:

  1. Visit the Keywords page under Tools.

  2. Click Create at the top right.

  3. Add “Title” to your Keyword list.

  4. Select “Context options”.

    • If you choose “find in URL”, the system will check if the keyword is in full URL and include the URL.

    • If you choose “Find in content”, the system will crawl relevant campaign sites and only show ads if the domain was crawled and selected keywords were in that domain.

  5. Select “Match option”.

    • Contains type match: looks for similar looking words. if you have ‘photo’ in the set, all similar words will be added: ‘photography, photographer, etc’.

    • Exact word type match: looks for exact words. If you have ‘photo’ in the set, it will only look for ‘photo’, not ‘photography’ or ‘photographer’.

  6. Upload keywords.

  7. Click Save.

Check if your keyword set doesn’t have single letters, words of a few letters or similar. Such setup would cause “contains type match” to include lots and lots of traffic. E.g. if you added letter ‘a’ to the set and chose 'contains type match', all sites containing letter ‘a’ would be included. That can be a lot of sites.

Keywords only work on full URLs. e.g. randomsite.com/randomsite, randomsite.com/notsorandom, randomsite.com are treated as 3 different sites.

 

Contextual Targeting on a Campaign

Once you have created a set of keywords, you can enable contextual targeting for your campaign.

  1. Open the selected campaign.

  2. Scroll down to Brand Safety.

  3. Select one or more keyword sets under the Contextual Targeting setting.

  4. Click Save.

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    Keep in mind that if brand safety is enabled on the same campaign, both settings will be taken into account. If both brand safety and contextual targeting keyword sets have the same words, the matching keywords will be excluded. Eskimi ensures that the Brand Safety setting is always prioritized.

    Once the contextual targetinging is set on a campaign:
    - If the keyword set is 'find in URL', the campaign starts using the URL for validation.
    - If the keyword set is 'find in content', the crawler kicks in and starts checking relevant sites, and bidding only once relevant sites are checked. So there might be a delay in checking what content is hidden behind the site URL.

    Please note that this feature is only available for site placements and not applicable for apps.