Contextual targeting  refers to targeting your ad messages to prospects, only based on their interests and relevance to what they are browsing.

It is the placement of a Display, Video, and Native advertisement on web pages that are directly relevant to the product or service being sold in the ad message. For Search campaigns, naturally, a keyword input by a prospect to the search bar, captures the intent at that moment. When the prospects’ keyword matches with your ad message keywords, the ad will be shown.

In the simplest form, it matches the ad message with keywords or categories of the website or phrases that the prospect browses.

Pre-Campaign Segment Creation (For Cross-Channel)

The contextual segment is created before you create your campaign and ad group. This is an optional step and can be linked to both a Search or a Display campaign, depending on the ad message and industry targeting.

  •  Under the Utility menu, Select Segments.

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  • Click on +Segment.

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  • Name your segment and type the most relevant keywords related to your industry and ad message. You can also input a URL related to your industry or competitor and click enter. 

XPO will automatically analyze and suggest semantically related words to the keywords and web page you inputted, to extract more relevant keywords for you. Select a few and click + Add Keywords to include them in your segment.

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  • Based on the selected keywords, you can also choose to exclude or select required for certain words.
  • Suggested Keywords in the system are based on the keywords you inputted first. These are more generic and cover a broader view of the prospect's intents. 
  • Click on Save. XPO will save your new Segment which you can link to a Display or Search ad group.


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  • After saving the segment, you will be directed to the below UI, which displays:

    1. Your final Keywords
    2. Search Phrases (suggestions which can be used for your Search campaigns)
    3. The Matches section, displays a sample list of web pages matched to your keywords. You can further analyze them to fine-tune the keywords.

You can edit the segment even after saving it.

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Contextual Targeting For Display, Native & Video

1. Select a campaign and create a new ad group by clicking on + Ad Group.

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2. Select Display, Native, or Video ad groups. Fill in the ad group details and click Save. 

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3. Open the new ad group and click on Segments from the sidebar.

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4.a. Click on Add Segment to select XPO built-in grained segments, related to various industries. You can select the ones most suitable for your ad.

4.b. If you have created a new built-in pre-campaign contextual segment (as explained in the steps above), click on Add Sub Segment and link the new segment for the ad group.

 

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5. Click Save to save the contextual targeting option for the ad group. 


Contextual Targeting For Search 

1. Select a campaign and create a new ad group by clicking on +Ad Group.

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2. Select Search ad groups. Fill in the ad group details and click Save. 

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3. Launch the new search ad group and click on Keywords from the sidebar.

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4. Click on + Search phrase. To select XPO built-in grained segments, there are 2 ways to generate keywords:

A. Input a URL from where you want to extract keywords from, and click save, OR

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B. If you have created a new built-in pre-campaign contextual segment (as explained in the steps above), select the new contextual segment from the drop-down list and link the new segment for the ad group. Here you can also select XPO built-in keywords related to your industry.

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5. Click Save to save the contextual targeting option for the ad group. 

 

FAQs

Q.1. When we save the segment, are all the keywords automatically inclusive?

Ans. No, they are not all-inclusive, however, by default, all words are Desirable (XPO's machine learning algorithm will form a context from all keywords to capture the prospect's intent). In XPO you have the option to select which words are Required (keyword will have to appear in the content of the search intent of the prospect or webpage data they browse) or Excluded (must not appear in the content).

It's simple to say Required and Excluded are additional tools to help you control and manipulate the segment in a stricter way.


Q.2. Are broad keywords better to capture more audience or specific to my product or service? 

Ans. It's recommended to be specific to your brand and product. But, make sure not to be too narrow in your keyword selection. It might give you a lower reach if you're too specific.

Including a few broader meaning keywords related to your brand is always good to give you a wider audience.


Q.3. Is there a limit on the number of keywords I can input in XPO?

Ans. No there is no limit, however, we recommend a maximum of 20-50 keywords. Keeping your contextual segment meaningful and relatable to your product and brand is always better.  

For instance, If you go beyond 100 keywords, XPO will make a relevant context of all the words together. This makes your segment too generic, hence you might lose the right audience.


Q.4. Can I select keywords from 'Search Phrases' for my display ad group segment?

Ans. This is not recommended. The search phrases are not an optimal choice of keywords for your Display ad. They are suggestions for the Search ad group segments only.


Q.5. How many languages do you support for contextual targeting?

Ans. As of now, we support 15 languages. You can build a contextual segment for any of these languages and link it to your campaign.


Q.6. Can we know the estimated reach of our new segment before applying it to the ad group?

Ans. After you build and save the segment, XPO gives you an estimated global impressions rate only (Inventory Size). This is because the geolocation factor of the ad group is not included yet. 

We are correctly working on providing an estimated segment reach based on different countries (and not only global) before you start the campaign. This will help you analyze the potential reach for each country.


Q.7. Do you support in-app mobile contextual targeting?

Ans. Currently, we only support web-based contextual advertising. You can still target an app but only if the app has web views. 

Contextual targeting for in-apps and targeting potential apps based on the context of your segment is in our pipeline. 


Q.8. Does XPO look into the content of an in-stream ad while analyzing the context for our contextual segment?

Ans. No, XPO only analyzes the webpage content and not in-stream video content.

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