User interest targeting has arrived on the Adcash platform! But what is user interest targeting? How does it differ from contextual targeting? How can user interest targeting benefit advertisers and website publishers?
Well, if you’ve ever asked yourself (or anyone else, for that matter) any of these questions, you’re in the right place. In this article we’ll cover all of these questions, and more. So let’s dive right in!
What Is User Interest Targeting?
Let’s say you’ve created an incredible new kind of cake. You have this cake and now you want to promote and, ultimately sell your cake. But in order to do that, you want to reach the right audience, wherever they are on the web. User interest targeting allows you to do that.
You can use the user interest targeting feature available on the Adcash advertiser platform to select users who have exhibited and interest in food, for example. Then, whenever they visit a site, regardless of the site’s theme, your delicious cake ad will be served to them (pun intended).
Conversely, contextual targeting works by targeting the site’s category itself. So, to continue with our cake analogy (because cake is brilliant) with contextual targeting, your ad will be displayed on cake-related websites, regardless of the users interests.
Now for some techy stuff
So how exactly does it work?…..
The Adcash engine, that sits at the heart of all of our targeting functionality, tracks and aggregates all of the user’s preferences as he browses the web, building up a user interest profile based on the content of the pages they visit..
This data is then combined and analyzed on a per user level and once a pre-defined threshold has been passed, the user will then be classed by the system as being “interested” in that topic.
Because of the vast numbers of users that makes up our total audience, the datasets involved are mind-bogglingly huge, posing some serious challenges for our product, IT and infrastructure teams. But, thanks to some clever big data tools, developed in-house we’ve been able to tap into that massive stream of data and harness its potential like never before.
Contextual Targeting vs User Interest Targeting
OK, so you’ve got the gist of what user interest targeting is, but is it better than contextual targeting? Well, like so many other things in digital marketing; it depends. The effectiveness of one or the other will vary, depending on your audience and what you’re promoting.
The reason we added user interest targeting to our product lineup is simple: choice. It gives advertisers an added element of flexibility, so they can create the type of ad campaign that they know works better.
Good for publishers
User interest targeting isn’t just about delivering better results for our advertisers. It also has a knock-on effect on our publishers, too. Because, when coupled with our hyper-granular targeting capabilities, it means site visitors will see ultra-relevant ads, which means better click-rates, which, ultimately, translates to better earnings.
Not only that, but displaying ads that are relevant to your site’s visitors means they’re more likely to have a positive emotional response to it. And one of the golden rules of online publishing is keep your visitors happy and keep them coming back. User interest targeted ads help you do exactly that.
Using User Interest Targeting
Creating a User Interest campaign using the Adcash platform is breathtakingly simple. You just need to sign into your Adcash advertiser account, click Create Campaign then select User Interest Campaign. From there, you’ll be able to specify the user interests you want to reach from a list, along with all the other advanced targeting features available through the Adcash platform.
If you need a hand creating your campaign, we’ve created a couple of helpful articles to get you up and running:
If you’re not already an Adcash advertiser, click here to sign up (go on, it only takes a moment!).