Optimisation – wide for volume or narrow for relevance?
How to create a content target that generates high volume of impressions, while at the same time filtering relevant content!
Depending on the topic, you may experience, that the amount of estimated impressions is too low, or that it is difficult to find the right combination of words to provide good context, when setting up your Content Target.
Here are some recommendations to help you succeed with a good balance between relevance and volume.
Don't think too literal
If you were to advertise for an insurance company, be sure to search for other words than just "insurance", or you probably end up with very few matching articles. A product like "home insurance" could just as well promote its message on articles showing why one should have homeowners' insurance. In combination with "property", "home", "flat" etc., you should also include words such as drainage, water leaks, fire damage, pipe damage, wall cracks, mould etc.
That way, the article will illustrate the problem, and your ad will offer the solution. If there are other current issues in the news that favor your product or service, take advantage of them rather than literally searching for the service or product. This may be news related to competitors, price changes in the relevant market, or any other negative or unwanted aspects, which your advertiser resolves or responds to directly.
Secure all mentions of your keywords
Normally we use at least two boxes of keywords when creating a content target. This increases the degree of relevance because at least one word from each box must be mentioned in an article in order to be included. However, individual words in your search may still be so specific that you would want to include everything that mentions just that, without adding any additional words.
The trick here is to put these words in both boxes. In the example below, the word klimarapport (climate report) will act as a standalone keyword, and you will search for anything that mentions it, without any other keywords being required.
Extend your campaign periods
Contextual campaigns are not always suitable for short periods of time, because you can never know what news will be written in the future. Suddenly, something pops up that makes your ad highly relevant. And that is the moment when you want to be present. We sometimes see customers very suddenly want to take advantage of a trending topic in news, and rush to get onboard with a campaign. But these news peaks will often drop quickly. If you want to be present at the right time on the right topic with the best and most efficient placements, think long-term. Preferably with an always-on approach.
Use automatic word suggestions that will soon get even better
A well-developed and improved search suggestions service is now in a testing-phase. This will give you word suggestions based on different needs of optimisation, such as increasing volume, broadening of the topic or improved relevance.
If you need help with broadening, increasing relevance or finding suggestions for new directions, please contact us at firstname.lastname@example.org
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