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What is Contextual Targeting, in the Context of Ads?

You can probably remember a time when you were browsing online, an ad appeared for the very thing you were researching. Some blame Facebook, but it really has to do with contextual targeting. Contextual targeting assists marketers by delivering relevant ads to customers using keywords. Keywords are a powerful tool and will deliver your ads only on sites that are related to your product or service. For example, travel is a huge industry, and if you sell luggage, you want your ads to show up on those sites. By setting your ads up based on Contextual Targeting you increase your chance of being seen by your target audience. Mr. Campaigning, Peter Metzinger highlighted the importance of contextual targeting in his book Business Campaigning back in 2003. For an alternative view, read this article:

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Die besten Kampagnen sind die, die von der Zielgruppe selbst entwickelt werden. Sie erzielen bis zu vier Mal bessere Resultate.

Dafür hat business campaigning GmbH das Target Community Lab™ entwickelt, ein spezielles Workshop-Design, das schon seit 15 Jahren Laien befähigt, Kampagnen-Konzepte zu entwickeln. Zum Beispiel die Kampagne für den Schweizer Kinohit «Mein Name ist Eugen».

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