Contextual Targeting campaigns allow you to target your campaign to run on web pages and beside other ads that are most relevant to the customers you are targeting. Learn more in the Contextual Targeting Campaigns article.
Q: How does contextual targeting work?
A: Contextual targeting aims to show ads on relevant pages based on the topic of the article or content. Importantly, the targeting is based on specific pages rather than domains. For example, a contextual ad for recruiting management software may appear on an article about human resources found on Reuters (even though Reuters is a general news outlet).
Q: How is contextual targeting different from persona targeting?
A: Contextual targeting is based on the content of pages where your ads will appear. Persona targeting is based on the behaviors and traits of the audience for those ads.
For example: a contextual ad for a tractor might appear on an article about farming, but a behavioral ad for a tractor might be shown to a farmer while she is reading about something unrelated.
Q: When should you consider using contextual targeting?
A: Contextual can be a powerful prospecting tool. When it comes to contextual targeting, its core value is that it places your ad in front of someone at the moment that they are already reading about a related topic. The hope is that their interest in the related topic qualifies them as a potential customer for your offering, and that since they are reading and researching, they may be more receptive to your message and call to action.
Q: Why is my contextual campaign appearing on domains unrelated to the target I have selected?
A: Our contextual targeting looks for keywords and other topical signals within the article content, so your ad may not be displayed exclusively on topical domains. For example:
An advertiser selecting Artificial Intelligence could see the domain rollingstone.com due to this article: https://www.rollingstone.com/pro/features/snafu-records-launches-with-artificial-intelligence-948212/
An advertiser selecting Metals and Minerals could see the domain thedrive.com due to this article: https://www.thedrive.com/tech/batteries-for-electric-cars-now-demand-more-cobalt-than-phones
An advertiser selecting Apparel & Fashion could see the domain politico.com due to this article: https://www.politico.com/newsletters/the-long-game/2022/05/04/the-founder-forgoing-fast-fashion-to-save-the-planet-00029922
An advertiser selecting Data Visualization could see the domain healthline.com due to this article: https://www.healthline.com/diabetesmine/diabetes-data-art-therapuetic
An advertiser selecting Cloud Computing could see the domain space.com due to this article: https://www.space.com/microsoft-launches-azure-space-cloud-computing
An advertiser selecting Nursing & Care could see the domain lonelyplanet.com due to this article: https://www.lonelyplanet.com/news/healthline-pandemic-health-wellness
An advertiser selecting Marketing & Advertising could see the domain SI.com due to this article: https://www.si.com/mlb/2022/07/19/mlb-proceeding-with-uniform-ads-in-2023
An advertiser selecting Renewable could see the domain foodandwine.com due to this article: https://www.foodandwine.com/news/wind-turbine-sustainable-materials-gummy-bears
Q: Which contextual segments should I consider?
A: There may be clear alignment between your product and our contextual segment options. For example, you may offer Data Visualization software so you select the segments Data Visualization, Data Analytics, and Business Intelligence so that your ad appears next to that content. Consider now, that the ABM segment for this campaign is targeting accounts in Financial Services. You may want to include the Financial Reporting segment in this case as well, where you may capture users in the Accounts you want to reach on the type of content they might be reading as part of their work.
Q: Can you add contextual topics for my campaign?
A: The contextual topics that we offer have been selected based on the types of products and services our advertisers offer and our confidence that there is enough content online to ensure campaign delivery. If there is a broad topic you would like added, we can evaluate whether it meets that criteria to be added to our topics list. If a topic is too hyper-targeted, we can ensure that it is included in the most relevant broad topic. For example, Offshore Wind Farms would be too small of a topic to include on its own, but we could make sure it is included in the Renewables segment.
Q: Is there a cost associated with contextual targeting?
A: Enabling contextual targeting may add up to $0.35 data CPM on top of your existing media bid CPM. Your new Effective CPM equals your Media Bid CPM + Data CPM.
Q: Is persona targeting supported in contextual targeting campaigns?
A: No, due to their hyper-targeted nature, contextual advertising campaigns do not support persona targeting.
Q: What price (CPM) should you set for a contextual campaign?
A: Contextual campaigns are restricted to only serve impressions on relevant pages, making the available inventory for each campaign much smaller. This dynamic means that contextual campaigns will likely have lower daily spend and higher average CPMs than standard display campaigns. We recommend that you experiment with different CPMs to strike a happy balance between cost effectiveness and the ability to secure your desired volume. Consider starting with a bid that is 25-50% above that of your standard campaigns, then adjust up or down based on daily spend levels.
Q: Can you apply additional targeting criteria on top of a contextual campaign?
A: Yes, but try not to be too restrictive. It is recommended that you avoid day-parting, tight frequency caps, or other settings that may make it difficult for your campaign to reach its desired daily budget.
Q: What types of segments will work best for contextual campaigns?
A: Larger segments (those with >500 accounts) will have a better chance of being found on contextually relevant pages and therefore achieving the desired daily scale.
Q: How should you select topics for your first contextual test?
A: 6sense’s contextual topics are organized by industry. Consider testing topics within your own industry, but also that of your potential customers. Also note that you can select multiple topics for the same campaign.
Q: Can you customize the contextual topics?
A: No, the topics have been built in advance. 6sense does not currently offer the ability to create custom topics. However, if an important topic is missing, please contact 6sense support to have the topic considered.
Q: What should you do if you can’t find a contextual topic that is right for you?
A: If you’d like to suggest or request a new topic, type in the requested topic in the search bar, and click request new topic under “Can’t find what you’re looking for?” This will re-direct you to 6sense support where you can submit a feature request!
Q: Why do I see domains that seemingly don’t match my selected content topic?
A: Contextual targeting matches at the page-level, not the domain level. This means that you will find content on pages similar to the contextual topics you selected. Some examples include:
A buyer selecting the Advertising and Marketing topics could see the domain, espn.com, which on the surface doesn’t make sense. But the story of jersey advertisements is relevant.
A buyer selecting the Software or Internet topics could see the domain chess.com, which on the surface doesn’t make sense. But the story of How Do Chess Engines think is relevant.
Q: What is the complete list of topics and what do they include?
A: Refer to the table below for the topic hierarchy and included subjects:
Parent Topic | Topic | Subjects Included |
|---|---|---|
Agriculture | Animals & Aquaculture | Cattle farming, fish farming, hatchery production, and sustainable animal and aquaculture farming |
Crop Farming | Grain farming, fruit farming, and vegetable farming | |
Automotive | Auto Manufacturers | Automobile manufacturing, truck manufacturing, and electric vehicle manufacturing |
Auto Parts & Services | Auto parts manufacturing and auto repair services | |
Dealerships | New and used car dealership services | |
Business Services | Consulting | Management consulting, operations consulting, HR consulting, tech consulting, and IT consulting |
Human Resources | Employee recruitment, training, development, management, compensation, and benefits | |
Legal | Employment law, intellectual property law, contract law, antitrust law, and tax law services | |
Marketing & Advertising | Digital marketing and advertising, email marketing, and social media marketing services | |
Security | Cybersecurity, spyware, antivirus protection, and physical security for businesses | |
Tax, Accounting, & Audit | Income tax, sales tax, and tax return services | |
Construction & Engineering | Architecture & Design | Commercial architectural engineering and design, green building design, and campus architecture design |
Buildings | Construction of commercial properties, offices, and skyscrapers | |
Contractors | Subcontracted renovation and consultative work on commercial buildings | |
Heavy & Civil Engineering | Civil design, construction, and maintenance | |
Consumer Goods and Services | Apparel & Fashion | Wholesale apparel manufacturing, wholesale jewelry manufacturing, and services for fashion and fast fashion companies |
Beauty, Health & Wellness | Cosmetic, skincare, and wellness product manufacturing, and beauty company services | |
Electronics | Business electronic market | |
Food, Beverage & Tobacco | Manufacturing and production of food, beverage, and tobacco products | |
Manufacturing | Product manufacturing and supply chain management | |
Retailing | Online retail services, visual merchandising, and retail consumer research | |
Education | Colleges & Universities | Administrative and management services for higher education institutions |
Schools | Administrative and management services for primary and secondary schools, as well as online learning | |
Energy & Utilities | Coal | Coal mining, coal production, and fossil fuel production |
Energy Transition | Clean Energy, electrification, and move to sustainable energy | |
Oil & Gas | Oil and gas production and petroleum energy | |
Renewable | Geothermal, solar, and wind energy production | |
Utilities | Business utilities including water, electricity, and sewage | |
Waste Management | Commercial waste disposal, industrial waste, and recycling | |
Financial Services | Banking | Corporate banking services, retail banking services, banking as a service, and fraud protection |
Decentralized | Cryptocurrency, blockchain, and NFTs | |
Insurance | Business insurance administration and management services | |
Investments | Corporate investment management and strategic services | |
Payments | Corporate payment services and payments processing platforms | |
Regulation | Consumer protection, financial compliance, and financial governance | |
Hardware & Semiconductors | Hardware | Enterprise hardware manufacturing and procurement |
Semiconductors | Semiconductor manufacturing and procurement | |
Healthcare & Medical | Hospitals | Hospital management and administration services |
Medical Devices & Equipment | Production of diagnostic and emergency medical devices and equipment | |
Nursing & Care | Nursing administrative and educational services | |
Hospitality, Travel & Recreation | Lodging | Services and applications for hotel, resort, and vacation rental companies |
Restaurants & Services | Products and services for restaurant and catering companies | |
Industrial Manufacturing | Chemicals | Chemical, fertilizer, pesticide, and pharmaceutical manufacturing and wholesaling |
Containers & Packaging | Packaged goods manufacturing and distribution | |
Electrical Equipment | Electrical equipment and component manufacturing, IT equipment manufacturing, power distribution, and power generation | |
Industrial Machinery | Industrial machine manufacturing, heavy machinery manufacturing, and production plant manufacturing | |
Metals & Minerals | Mineral extraction and processing, and metal processing and manufacturing | |
Textiles | Textile manufacturing | |
Information Technology | IT Management | IT managed services, IT business management, and information technology systems |
IT Security | Cybersecurity, network security, mobile security, and cloud security | |
Internet | Cloud Computing | Cloud computing services, cloud networking, cloud storage, cloud databases, and cloud-based servers |
Web Development | Custom web development, website design, and web data integration | |
Web Hosting | Shared web hosting, cloud-based web hosting, and managed web hosting | |
Email distribution services, email marketing, and newsletter marketing | ||
Internet of Things | Commercial, industrial, and infrastructure IOT | |
IT and Internet Support | On demand IT, network management, data storage, and computer repairs and service | |
Search | SEO marketing, PPC marketing, and keyword tracking services | |
Social Networking | Social media marketing and advertising services | |
Web Design and HTML | UX and UI web design services | |
Media & Entertainment | Art & Design | Illustration, animation, and graphic design services, as well as 3D design and printing |
Broadcasting | Television broadcasting, radio networks, cable programming, podcasting, and streaming services | |
Gaming | Game app development, and gaming equipment and technology | |
Movies | Services and products for movie studios | |
Music | Services and products for music studios | |
Printing & Publishing | Newspaper publishing, book publishing, mailing list publishing, and digital publishing services | |
Sports | Services and products for athletic companies | |
Software | Artificial Intelligence | Machine learning, neural networks, robotics, speech processing, deep learning, and cognitive computing software |
Augmented Reality | AR gaming and training software | |
Business Intelligence | Database management, business analytics, data visualization, data tools and infrastructure, and statistical analytics software | |
Business Process Management | Workflow and process management software | |
Communications | Collaboration and productivity software, email software, instant messaging, and contact center and technical support software | |
Compliance Management | Enterprise risk assessment, management, and compliance software | |
Content Management | Content and digital asset management software | |
Customer Experience Management (CXM) | Customer engagement, journey, lifecycle, and experience software | |
Databases | Database management systems | |
Data Analytics | Quantitative and qualitative data analysis software | |
Data Storage and Warehousing | Data and cloud storage software | |
Data Visualization | Data visualization and representation software | |
DevOps | Development operations and DevOps security software | |
eCommerce | Electronic commerce and online shopping software | |
Enterprise Resource Planning (ERP) | On-premise, cloud-based, and hybrid ERP software | |
Event Management | Corporate event and conference planning software | |
Financial Reporting | Financial reporting and employee benefit software | |
Graphics Software | Corporate and commercial graphic design software | |
Information and Network Security | IT and computer security system software | |
Learning Management System-LMS | E-learning/virtual learning software and corporate/employee training software | |
Live Chat | Chatbot software | |
Monitoring & Surveillance | CCTV, surveillance technology, corporate security, and employee monitoring | |
Operating Systems | Operating system (OS) software | |
Product Management | Product discovery, product planning, product development, and product enablement software | |
Reputation Management | Brand and online reputation software | |
Talent Management | HR recruitment and talent acquisition, onboarding, employee retention, and talent development software | |
Video Software | Commercial video production and editing software | |
Web Conferencing | Video conferencing software | |
Workflow Management | Workflow management software and applications | |
Workplace Management | Work management, workplace experience, digital workplace, and office management software | |
Telecommunications | Telecom Equipment | Telecommunications equipment manufacturing and telecommunications networking |
Telecom Services | Business telecommunications services | |
Wireless Communication | Business wireless networking and wireless technology | |
Transportation & Logistics | Air Freights & Logistics | Air cargo shipment and logistical services |
Airlines | Commercial aviation services | |
Marine | Marine manufacturing and services | |
Road & Rail | Railroad and road manufacturing and services |