Contextual Targeting for Web help you increase brand awareness by showcasing your ads alongside content that matters to your ideal customer.
You can choose from our curated content categories and enter custom keywords that are relevant to your industry or target market to determine the best web and app placements that align with your brand's message, product offering, and your ideal customer interests.
| Contextual Targeting Setting | Description |
|---|---|
| Content Categories | Pick from a pre-set list of content categories that determine the type of website where your ads will appear. Click here to view all available categories. |
| Custom Keywords | Enter any keyword of your choice, whether to target relevant content or exclude to avoid unsuitable placements. AdRoll partners with leading ad inventory suppliers to analyze webpage text in real time for every impression, ensuring your ads appear in the most contextually appropriate environments. Learn more. |
Layer Content Categories & Custom Keywords
To combine Content Categories and Custom Keywords in one campaign, create two Ad Groups. For example:
- Ad Group 1: Content Category = Sports
- Ad Group 2: Keyword = Soccer
This approach uses OR logic, expanding your audience size.
Adding Contextual Targeting to Your Campaign
- Log in to AdRoll and navigate to Campaigns on the left side menu.
- Click Create and select Ad Campaign.
- Select the objective that best fits your goals, then click Next. (Contextual targeting is supported across all campaign objectives.)
- Once you complete the Campaign Settings, set up your targeting options:
- Build Awareness: Choose Lookalike (audience selection is by default) or Third Party Audience (Click Choose to add an existing audience, or Create to build a new one).
- Drive Engagement or Maximize Conversions: Click Choose to add an existing audience, or Create to build a new one.
- After completing the remaining campaign settings, scroll to the Contextual Categories & Keywords section.
Target by Categories
Select specific content categories to show your ads on pages that match our curated categorization. Click here to view all available Content Categories for Web Contextual targeting.
Entering multiple categories uses OR logic, expanding your audience size.
Once you target by Categories in an AdGroup the option to enter Keywords will be greyed out. If you want to layer both Categories and Keywords, create a second Ad Group, for example:
- Ad Group 1: Category = Fashion & Beauty - Bridal
- Ad Group 2: Keyword = wedding
This approach uses OR logic, targeting both audiences within the same campaign.
Target by Keywords
Your ads are displayed on websites and apps that align with the content you've specified through targeted keywords, ensuring they appear in contexts that are relevant to your audience and complement your brand message.
Target keywords to ensure your ads appear next to relevant content, and exclude keywords to avoid placements that don’t align with your brand. AdRoll Contextual Keywords support multilingual targeting. English keywords automatically trigger translations in 53 other languages. For more details, see Contextual Keyword Targeting.
Final Step: Complete the remaining setup steps and click Submit to launch your campaign.