ExoClick’s Advertiser Keyword Targeting feature

What is keyword targeting in online Advertising and how to use keyword targeting effectively on my campaigns? The Advertiser Keyword Targeting feature is an effective tool that will help you reach your preferred audiences through simple keyword associations. Many Advertisers use keyword targeting when they set up their campaigns to help them find ad zones that display similar content to the theme and vertical of their offer, to make their ads fit more contextually into the websites where they will appear. On this article we tell you how to target specific keywords on an Advertiser campaign using ExoClick’s Advertiser Keyword Targeting feature:

How to target specific keywords on an Advertiser campaign

Here’s how to target specific keywords on an Advertiser campaign. Please, note that our “Keyword Targeting” feature can only identify keywords assigned by the publishers themselves: in the website domain or tags. It has nothing to do with what the end users are searching for.

So, if you are too restrictive in using this targeting feature, you might end up with no traffic at all in your campaign. For this reason, when wondering “how to use keyword targeting effectively on my campaigns”, if you want to specify keywords for your campaign, bear in mind that you can add up to 500 words, so we strongly recommend you target a wide range of keywords that allow you to receive enough traffic on your campaigns.

Also, if the keywords are not too specific, they might not reach as many end users as you would like to, the reason why you should always include some general keywords if you want to reach a larger group of potential customers.

Practical example on how to use the Advertiser Keyword Targeting feature

What is keyword targeting in online Advertising and how to target specific keywords on an Advertiser campaign? Here is a practical example of ExoClick’s Advertiser Keyword Targeting feature: If you are have a Video On Demand product you might want to start with some basic keywords that Publishers would use, such as:

VOD

Video On Demand

Video streaming

Movie streaming

Series streaming

Watch Movies

Watch Series

VOD Service

VOD Movies

VOD Series

VOD streaming

Mobile VOD streaming

Mobile movies

Mobile streaming

Mobile series

This is how to use keyword targeting effectively on your campaigns.

How to target specific keywords on an Advertiser campaign

If you want to use ExoClick’s Advertiser Keyword Targeting feature, we recommend firstly having tracked the parameter {tags} via your tracking solution This dynamic token will allow you to get a list of specific keywords that the website assigned to the traffic on their end. With some specific premium sites, having a list of the keywords sent by the Publisher will help you refine the keyword targeting feature.

Lastly, bear in mind that the Keyword tool is key-sensitive. Following the previous example, if some ad impression is sending the tags “video, streaming” and you are targeting the keyword “video streaming” in your ad campaign, there will be no match, because the keyword “video streaming” is treated as a whole. To receive traffic, you would need to target “video” and “streaming” individually, as two separate keywords.

Please Note: In order to start receiving traffic, the campaign should match the keywords that the Publisher ad zones are sending, not all Publishers use the Advertiser Keyword Targeting feature, so it is best to mix your Keyword targeting with Category targeting to maximise your opportunities, otherwise your campaign may not get any traffic.

Adding the keywords with the Advertiser Keyword Targeting feature is simple:

1. Go to Step 3: Targeting of creating a campaign.
2. In the Keywords section, enter each word on a separate line, in this example we have chose “money” and “income”
3. You can target or block any keyword in any language.

Targeted Keywords

You also have the option to block Keywords, in the example below we have chosen the Keyword humour, which will block all ad zones and websites that are tagged as humorous.

Please note: You cannot target and block keywords at the same time in campaigns to target specific keywords on an Advertiser campaign, you can only choose to target or to block.

Additionally, you can use a {keyword} or {tags} token in the campaign’s URL to see the values matched on your site. You can do this is the Select Ad Destination of your Landing Page URL.

Conclusion: How to use keyword targeting effectively on my campaigns

Do you have any more questions about ExoClick’s Advertiser Keyword Targeting feature or what is keyword targeting in online Advertising? Or maybe you are wondering “How to use keyword targeting effectively on my campaigns”? If you are interested in joining ExoClick as an Advertiser? Contact our Customer Success team or why not sign up now and take advantage of our Network of Publishers and  high quality ad formats and platform features?