Sometimes, when a product only serves a unique set of purposes, it's difficult to come up with a list of keywords that relates to everyone. For example: If we came up with a product that turns dog poop into vapour, We would make a fortune. But how do We market it through PPC? There isn't already a name for this kind of product that everyone can instantly think of, and there isn't any phrase that can easily describe the nature of this product, either.
If We run my PPC campaigns with a list of keywords such as "poop vaporizer" or "dog shit remover", We probably wouldn't get too much search volume. So, what can We do?
The answer is: Contextual Targeting
Instead of waiting for potential customers to search for you, with contextual targeting, you reach out to potential customers. Here's Google's definition of contextual targeting:
Contextual targeting is used to match ads that include keyword targeting to sites within the Display Network. Our system analyzes each site's content and theme, considering factors such as text, language, link structure, and page structure. From these factors, Google determines the central themes of each webpage and targets AdWords ads to the page based on the advertiser's keyword selections and language and location targeting. As a result, contextually targeted ads provide useful information to readers, and attract an audience with an established interest in your message.
Let's go back to my dog poop example
First We need to create a keyword list that defines the theme of my product. An example would be: remove dog poop, dog poop removal tool, how to remove dog poop, dog poop removal business. You get the idea.
Google even has a Contextual Targeting Tool to help you generate the keyword list (still in beta though). You can find it under the Opportunities tab.
With contextual targeting, my ads will now show up at, for example, discussion forums (on topics related to how to remove dog poop) or every other sites that has content with similar theme as my keyword list. Like the image example below. The content of the article is related to computers, so the ads (highlighted in green) are also for computer related products.
Doing this right, you can start bringing in huge volume of qualified traffic to your site. One of our clients had gone from "no visits" with Google search to averaging seven conversions per day with Google Contextual Targeting (using similar keywords). But of course, contextual targeting only brings you the traffic, you'll still need to have a properly designed landing page to reap the full benefit.
Traian has almost a decade experience in online marketing and he is the founder of Pitstop Media, an SEO Services that provides Internet Marketing Services to SMB clients around the world. For more information visit: www.pitstopmedia.com
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