Contextual Category Targeting


Getting Started

While Choozle can target, through data, a specific audience profile, such as "Males, 20-49" and follow them around wherever they go online, Choozle can also target contextually. Targeting contextually means Choozle targets sites that categorize themselves in a specific area or topics, such as sites categorized as being about "Baseball" or "Sports." The category of a site is defined by the publisher. 

Contextual targeting does not currently have a data CPM associated with it, so only the cost of procuring the ad placements, or the media CPM (bid), would apply. Because of this, contextual tends to be a more cost-effective solution in comparison to data targeting and can be a great addition to a campaign to bring down the effective CPM if you are using data-targeted audiences. 

Contextual targeting is also beneficial for campaigns running within a very small geolocation as contextual tends to offer a broader reach.

Lastly, when confronted with sensitive content, such as birth control, where data segments are difficult (or even illegal) to obtain, try looking to see if a relevant contextual category exists.

Available Contextual Categories

General contextual targeting categories include:

  • Arts & Entertainment
  • Autos & Vehicles
  • Beauty & Fitness
  • Books & Literature
  • Business & Industrial
  • Computers & Electronics
  • Finance
  • Food & Drink
  • Games
  • Health
  • Hobbies & Leisure
  • Internet & Telecom
  • Jobs & Education
  • Law & Government
  • News
  • Online Communities
  • People & Society
  • Pets & Animals
  • Real Estate
  • Reference
  • Science
  • Shopping
  • Sports
  • Travel
  • World Localities

Other, more specific categories are available in Choozle, and can be found in the attachment of this solution.

Creating a Contextual Category Ad Group

  1. To target by contextual category, scroll to the Targeting section of the ad group.
  2. You can include or exclude (whitelist or blocklist) categories.

    To include categories:
    Within the Include Categories section, begin typing the names of the categories that you would like to target in the box and select the desired categories from the drop-down menu.

    To exclude categories:
    To create a blocklist of categories, list the categories you would like to exclude from bidding in the Exclude Category section.

    Categories are targeted in a hierarchy, in the order in which they are listed, so list the categories in the order of preference. Overarching categories, such as "Sports," will include all subcategories, such as "Sports - Coaching & Training," "Sports - College Sports," etc.

  3. Enter the other targeting constraints, including geolocation, bids, and budgets. We typically recommend starting bid ranges of $1-4 for contextual category targeting, and the bids can be adjusted based on performance once the campaign has been running.

    You can layer contextual with a data targeted audience in the same ad group (e.g., baseball fanatics on baseball-related sites), although we tend not to recommend this, as it can greatly decrease the available impressions and can increase costs significantly.

  4. Once all desired categories are selected, set the continue bidding adjustment. 
    • Set to 0 to bid only on sites that fall within the selected categories.
    • Set to 1 to continue bidding outside of the selected categories.
    • If you are only excluding categories (essentially, just implementing a blocklist of categories) keep the continue bidding adjustment to 1.