Marketo-DG2DA
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PART V: AD TARGETING<br />
CONTENT-ORIENTED AD TARGETING<br />
Content oriented ad targeting considers the content on the page as a part of the targeting method—<br />
delivering ads that are more relevant to the experience a customer has on a website. This type of<br />
targeting often does well in combination with the audience-targeting methods described previously.<br />
Contextual Targeting<br />
Contextual targeting delivers<br />
relevant messages to users based on<br />
the type of content they consume—<br />
whether that is an article or a<br />
content asset like an ebook or blog.<br />
Contextual targeting enables<br />
advertisers to deliver their ads in the<br />
moments that the customer is<br />
engaged and interested in a similar<br />
topic. This way, the ad is relevant.<br />
For example, a gym might use<br />
contextual targeting when<br />
customers read an article on “Top<br />
Fitness Trends”. The gym’s<br />
advertisement for a free trial<br />
membership would match the<br />
content on the page. This type of ad<br />
has the added benefit of keeping<br />
your brand safe and preventing your<br />
ads from appearing next to content<br />
that is undesirable.<br />
About Reach<br />
Reach for digital advertising is defined as<br />
the total number of people you are able<br />
to reach with a specific ad. There are two<br />
main types of reach that your ads can<br />
have, as you target on different social<br />
platforms and websites.<br />
As defined by Facebook, these types are:<br />
1. Targeted Reach: This is determined<br />
by your targeting parameters (age,<br />
gender, likes, etc.)<br />
2. Effective Reach: This is determined<br />
by the bid type’s refinement of your<br />
target audience.
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