With the growing interest in RVing and pent up demand Contextual Campaigns sound like a no brainer.
Contextual Campaigns match keywords in your ad to keywords in articles on the web. When a key trigger word or phrase is identified, your ad pops up in the article being read.
This is a great way to target shoppers on the internet. But there are some things to look out for.
For example, let’s say you want to run a campaign on camping and you select camping as your trigger word.
Sounds like a good idea. An outdoor enthusiast is reading an article on camping and boom your ad appears.
You let this valuable prospect see your ad on how easy and affordable camping is with you.
STOP! You want your ads appearing next to appropriate articles. Camping is way to broad. Suppose an article was published on a local mugging. The article talks about how the suspect was camping out near the local college. The use of the word camping is way too loose.
- The design of a good contextual marketing program is that your ad appears next to articles that are relevant to your prospects.
Do a test yourself. Look at the example about and see if you can pick out the key trigger word.
Here’s a good tip for your RV ad agency. Locate sites you would like your ad to appear on and look for unique words and phrases that are used frequently on these sites. After this process you might choose outdoor camping, motor home camping or family camping.
If you target a product name you run the risk of being up next to anyone who mentions that name. Imagine where you could end up targeting the name Montana. This is not the targeted contextual marketing you signed up for.
Better solution is to mention Montana 5th Wheel.
Do a little research and your ROI on contextual marketing will be much higher. Yes, we want impressions but the more we can target the better. Used properly this is a great tool for the RV dealer.
Let me know if you have tried this great tool or would like more information on it.