In this article you will learn about the benefits of using contextual targeting for your advertising campaigns. Note that while this type of targeting can greatly improve your advertising strategy, it can cause your reach to be overly narrow. Before using contextual targeting, please reach out to your Digital Media Manager or account representative for guidance.
- Contextual Targeting Overview
- Tips & Best Practices
- Launching a Display Ad Campaign with Contextual Targeting
- Contextual Targeting for Legacy Display, CTV, Audio and Native
- Keyword List Definitions
Contextual Targeting Overview
Customization is critical to any great digital advertising campaign. Contextual targeting leverages a collection of keywords and phrases that scan ad site placements for textual content. This allows for your ads to be delivered across an infinite palette of content, and serve beside relevant browsing topics for your target audience.
Contextual targeting can be used to support a number of advertising strategies, including:
- Targeting accounts that are researching specific topics or solutions associated with your brand.
- Targeting accounts that are researching and reading content about competitors.
- Blocking your ads from serving on content with specific keywords or phrases.
Here’s an example of what a contextual targeting ad could look like below. As you can see, a Terminus ad was delivered when the term “Account-Based Marketing” was present within the content.
Tips & Best Practices
- To prevent over-limiting your reach, ensure your audience has a large enough reach. Your DMM can assist you with this.
- Google Adwords is a great place to start pulling your keywords from. In most cases, you’re paying to surface on search for these keywords so they’re highly relevant to your brand.
- Another great source is Google Search Console. Search Console is great because it showcases terms people are searching for to hit your website. It can often be helpful in finding terms or phrases you would not have originally thought of.
- When using tools like AdWords or Search Console, utilize suggested related terms to improve reach and relevance
- Maximum character count for for keywords is 50 characters
- Avoid using phrases longer than three keywords
- Balance scale with relevance, and include very specific keywords along with supporting terms
- Using too many keywords may distort the context you're trying to reach too much; focus on the most relevant specific and supporting terms
Launching an Ad Campaign with Contextual Targeting
With our new display ads, you can set your contextual targeting directly within a campaign. Simply select the "I want to narrow my reach through Contextual Keywords" option in the audience targeting section of the campaign:
From here, you will have the option to use Terminus keyword lists and/or to use your own custom lists.
To select a Terminus list, select as many options from the drop down as you want. For definitions of these lists, see the definitions section of this article.
Additionally, you may choose from your own custom lists. These lists are loaded by the Terminus team and are available in all of your new display advertising campaigns.
To request that a new list be loaded, please use our support request form, and select the following options:
- Download this excel template- Contextual Keyword List.xlsx to create your keyword list
- Request Type: Ad Experiences - Custom Campaign Targeting
- Custom Campaign Request: Add Custom Contextual List
- Upload a .CSV list of the keywords you wish to have loaded
- Specify how you want to name the list, ensuring it is a name you will recognize and understand (i.e. "foodservice" or "payrollvendors" as opposed to "list123")
Contextual Targeting for Legacy Display, CTV, Audio and Native
We are currently working to incorporate this feature directly into our platform interface for these types of campaigns. In the meantime, please use our support request form if you wish to launch an advertising tactic using contextual targeting, and select the following options:
- Download this excel template- Contextual Keyword List.xlsx to create your keyword list
- Request Type: Ad Experiences - Custom Campaign Targeting
- Custom Campaign Request: Add Contextual Targeting to a Campaign
- Upload a .CSV list of the keywords you wish to apply to the tactic. In the request, please also note which tactic(s) the titles should be applied to
Keyword List Definitions
By default, Terminus will provide lists of keywords related to industry verticals and business functions. The definitions of the lists can be found below. For specific keywords within a list, please reach out to your account representative.
| List Name | Definition |
| Aerospace & Defense | Stories, articles and reference to the businesses and organizations devoted to the arms trade as used in the defense of countries (as opposed to personal or illegal arms). Includes the research and development of military equipment, facilities, arms and ammunition, systems and technologies. |
| Aviation | Stories, articles and reference to the companies and industries devoted to mechanical flight and aircraft manufacture, design, sales, civil aviation, air transport, air traffic control but not specifically about accidents, safety or environmental impact. |
| Agriculture | Stories, articles and reference covering enterprises engaged in growing crops, raising fish and animals, and logging wood, including farms, dairies, hatcheries, and ranches. Does not cover industries that overlap with Food Industry topics. |
| Apparel | Stories, articles and reference to the activities around the design, manufacture and sale of clothing, footwear and accessories, as well as textiles, machinery, textile recycling, and the secondhand industries. |
| Automobiles | Stories, articles and reference to the business of design, development, manufacturing, transportation, sale, repair and marketing of motor vehicles, including economics, but not specifically around safety or recalls. |
| Business Banking |
Articles and reference to the legal and business processes of winding up businesses, invoicing, angel investors, business loans, mergers & acquisitions, private equity, and venture capital. |
| Biotechnology & Biomedical | Stories, articles, and reference to industries related to Molecular Biology, Genetic Engineering, Biochemistry, Animal Cell and Tissue Culture, Immunology, Microbiology and the production of products based on the manipulation of living organisms to create commercial products for food, agriculture and other sectors as well as medical research and drug discovery. |
| Business IT | Articles, new, reviews and reference around IT consulting, managed IT services, business IT alignment, IT Management skills, digital strategies, IT in Business Management |
| Civil Engineering | Stories, articles and reference to the design, construction and maintenance of public infrastructure such as roads, bridges, sewer systems, canals, railways, airports, pipelines, as well as structural engineering. |
| Construction | Stories, articles and reference to construction sectors related to buildings, infrastructure and industrial, specifically residential and non-residential building work, processes, repair, labour, contracting, supply chains, planning, and demolition. |
| Consumer Finance | Articles, stories and reference to companies engaged in the financial industry, asset management, banking, investment banking, financial services, financial planning and wealth management. |
| Education | Articles, stories and references to establishments whose primary objective is to provide education. Public, non-profit, or for-profit institutions including elementary schools, secondary schools, community colleges, universities, and ministries or departments of education. Also includes online learning, learning materials, resources and supplementary services. |
| Energy Industry | Stories, articles and reference to the industries and sectors that provide energy infrastructure, including fossil fuel, electrical power, nuclear power, renewable energy, alternative fuels, policies, and energy economics. |
| Entertainment | Articles, stories and reference to businesses that produce and support film making, television shows, streaming media, music, radio, book publishing, video games, and ancillary services and products as well as the business people and job roles that surround these activities as related to entertainment. |
| Environmental Services | Articles, stories and references to companies engaged in the manufacturing of air, water and soil purification equipment, as well as filtration systems and other pollution-reducing control equipment. |
| Food & Beverages | Articles, stories and reference to businesses that supply most of the food consumed globally including processing, conversion, preparation, preservation and packaging of foodstuffs, as well as stories, articles, guides, listing and references related to alcohol, cocktails, barbecuing/grilling, coffee & tea, cooking, desserts, baking, dining out & healthy eating. |
| Government Business | Articles, news and reference about Government Business Enterprises, State-owned businesses, Business to Government processes, marketing, sales, regulations and tendering, lobbying, RFI, RFQs, contracting and other public-sector business practices. |
| Human Resources | Matches articles about Human Resources, training, personnel and resource management, human capital, HR software and systems. |
| Health Care | Articles, stories and reference to healthcare businesses, hospitals, medical research and clinical trials, equipment and devices, and medical insurance providers. |
| Hospitality | Articles, stories and reference to hospitality businesses including lodging, food and drink service, event planning, theme parks and transportation, hotels, restaurants and bars. |
| Insurance | Articles, stories and reference to insurance including auto, building, business, contents, health, home, landlord, medical, mortgage, pet, property, risk & travel insurances. |
| Information Services | Articles, stories and reference to businesses providing information services, information technology and data processing. |
| Legal Services | Articles, stories and reference to services that provide legal assistance to individuals, business, government agencies and non-profits. Includes companies that provide notary services and patent agency services. Does not cover the law in general, however. |
| Logistics and Transportation | Articles, stories and reference to the logistics and transportation industry, freight forwarding, import and export, road, rail, sea, and air freight. |
| Management Consulting | Stories, articles and reference covering business, practices and services related to Management Consulting, including change management, coaching, strategy development, frameworks, course and education, trends and standards. |
| Manufacturing | Stories, articles and reference to companies and topics around the production or fabrication of products for use or sale, using labor and machines, tools, and chemical or biological processing and raw materials and commodities including references to plants, mills, factories, labs. |
| Markets, Commodities and Currencies | Articles, news and reference to financial markets (i.e. day trading, asset management, commodities and capital markets, investment & hedge funds) commodities trading (i.e. fungible goods, materials, products, prices, futures) and currencies (i.e. exchanges, rates, calculators, monetary systems) |
| Marketing & Advertising | Articles, reference and resources around marketing and advertising, including marketing educational resources, marketing processes and systems, training, courses, frameworks and certification. Also includes marketing and advertising firms, listings, verification providers, adtech system. |
| Mechanical and Industrial Engineering | Stories, articles and reference related to the practice of designing products and machines. |
| Metals & Mining | Articles, news and reference to the business of metals production including mining, processing, production and trade. |
| Non-Profit | Stories, articles and reference to NPOs, non-business entities and non-profit activities, mechanisms, management, functions, and accounting. |
| Operations | Articles, news and resources around the generation of recurring revenue, business value, growth strategies, performance measurement, process alignment, inventory management. |
| Pharmaceuticals | Articles, stories and reference to pharmaceutical businesses, the development, discovery, production and marketing of pharmaceutical drugs for administering to patients. |
| Publishing | Stories, articles and reference to the activity of making information, music, literature, software and other content available to the public. |
| Real Estate | Stories, articles and reference to companies and services around the sale, leasing and management of property, including development, appraisal, and marketing of commercial, industrial, residential, and agricultural properties. |
| Retail | Stories, articles and reference to activities related to selling, sales, and distribution of consumer goods, including supply chains, retail outlets, shops, malls, as well as sales strategies, online selling, retail marketing, pricing strategies, economics, regulation and accounting. |
| Sales | Articles and resources related to the selling of goods and services, including sales processes, approaches, training, frameworks and techniques. Also targets information about direct sales, telesales, agency sales, B2B, B2C, trade sales and retail. |
| Software | Stories, articles and reference to businesses in the software industry, including social media, software development, search engines, SaaS, tech startups, silicon valley, and software development. |
| Technology Industry | Stories, articles and reference to businesses in the technology industry, computer hardware, software, electronics, internet, telecom equipment, e-commerce and computer services. |
| Telecommunications | Stories, articles and reference to the business of retail selling of consumer goods and services, including Business to Consumer, retail outlets, online retailing equipment and software, pricing strategies, research, and other retail channels. |
| Travel | Stories, articles, reviews and listings about travel accessories (including luggage, power adapters, camping and hiking equipment, travel containers and pillows, electronics, and locks), travel preparation and advice (such as vaccinations, travel tips, governmental travel guidance, and warnings), travel types (adventure, beach, etc), locations and holidays. |
| Utilities | Articles, news and reference to business utilities including electricity, gas, water, heating oil, phone and Internet service. |
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