Reaching online audiences is oftentimes the core focus of a business’ marketing efforts. Web properties, publishers and advertisers must fully take advantage of the new technology to create more seamless experiences for customers in order to execute impactful and lucrative campaigns for themselves. Why waste your efforts creating campaigns that can’t decipher if “java” is referring to what we drink in the morning or the computer programming language? Using semantics to understand the context of content will always be more accurate and more relevant than simply relying on keywords. New innovations in semantic technology allow this to be possible.
So, how can you ensure that your website and online advertising campaigns are equipped for success in the world of semantic advertising?
Here are 6 things to keep in mind:
- Develop clear copy. Communicate who you are and what you offer so your ads can be accurately aligned with publisher page content and so prospective consumers know what to expect from your website and brand.
- Create Relevant Landing Pages. The success of a paid search campaigns goes beyond the ad creative, landing pages are just as important. Creating landing pages with effective images, call to action and description copy is essential to the success of your campaign, in fact it can influence targeting capabilities. Semantic technology not only scans publisher content, it also scans your landing page content to extract the information to more accurately match your products with publisher content.
- Remember, a picture is worth a thousand words. Use images in your paid-search ads that will appeal to consumer interests. After all, paid, semantic-search advertising shouldn’t just be about the clicks, it should also be viewed as a chance to build your brand and generate awareness.
- Utilize geo-targeting and semantic ad matching. Combining geographic targeting with semantic ad matching gives advertisers an edge by ensuring that ads are targeted to a local market AND on specific content pages that are relevant to your industry and your consumers. This precise targeted experience will inevitably create more time spent with your brand online and can help drive traffic in store when combined with timely promotions.
- Be dynamic and flexible. Run a few different campaigns that target different segments or geographical locations of your audience. Don’t be afraid to change things up (image, copy, landing pages and more) if you see that one of your ads is getting a better response than another.
- Incorporate social media links on your landing pages. Capturing consumers is all about timing. In today’s socialized world many consumers want to get to know more about you, so instead of filling out a form they may opt join your social community. Giving them the option to join your social pages can be very powerful for future communications and promotions.
By employing these techniques, you can successfully benefit from ad-matching platforms that automatically discover relationships and understand similarities between ad content and publisher web pages – satisfying the demand for additional clicks, increasing brand reach, and ensuring placement next to relevant content. Implementing semantic technology eliminates the need for advertisers to select and manage keywords, which we all know is far too complex and time consuming.
At NTENT, our proprietary semantic solutions bring a level of contextual intelligence to our customers’ advertising campaigns and publishers pages by processing information more like the human brain – the technology understands the content on a whole web page rather than a single keyword. By using these tips as a resource, you are now armed with information that will help your products and service to be better aligned with publisher content, which creates a more robust customer experience and elevates your brand even further.
Take a look at The 5 Key Benefits of Semantic Technology.
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