For example, Google AdSense is contextual advertising — it presents advertisements that are of interest to your readers
Contextual advertising gives meaning to content for the reader. Context, by definition, is the setting or circumstance that helps form an idea. It’s changing your advertising from generic marketing to something that compels your client to act, impacting your business’ bottom line.
Instead of relying on cookies to follow the behavior of an online user, contextual advertising focuses on the type of content that user might have interest in at that moment. It will offer educational or informative text that can then be linked to advertising.
Useful content
Consumers want to be seen, and they want their online time to be useful. According to the research group Forrester, 80% of American customers will trade some of their information in order to gain a personalized experience with the retailer online. This can translate easily to chiropractic practices, with clients wanting more personal relationships with their health provider.
Artificial intelligence (AI) analyzes data sources to find out the probability of a user’s interest and actions, so you can target your advertising campaigns.
Isn’t this ‘behavioral advertising’?
Not exactly. Behavioral advertising follows the actions and clicking of online users before they encounter your site. Contextual advertising targets their browsing and ideas behind the browsing, as well as the content.
Google AdSense is contextual advertising. It presents advertisements that are of interest to your readers. For instance, if the content is about foot pain, you may see ads for orthotic shoes. Native advertising (or sponsored content) can also be considered a form of contextual advertising, as the ads are created to resemble native content on a site.
How to develop contextual advertising
Although your patients have different personalities and different paths in life, they all seek a solution to a problem. In order to reach all of them, you need to develop a context:
- Decide what you want to do with your content, and what is the preferred outcome. Do you want to inform your patients about a specific issue such as wrist pain, or offer tips on how to maintain healthy posture? Is your main goal to sell a product, or make people aware of your business, or build your client base?
- Create an example of what a typical client might be experiencing. For instance, you might target older persons who are suffering from back pain, or athletes who deal with chronic knee pain.
- Understand other aspects of your client’s behaviors. If you are in an area of the United States that receives large amounts of snowfall, are they shoveling and clearing roofs? Are they gamers or athletes? Parents or teens?
Create contextual advertising solutions to problems
Create content that will relate to the example you have created, such as the older person with back pain. State the problem (back pain), consider why or where the pain began, and offer solutions that include visiting your chiropractic practice. Target the potential client base that would be most engaged.
Sources:
https://www.ibm.com/watson-advertising/thought-leadership/what-is-contextual-advertising
https://www.adweek.com/resource-library/making-an-impact-with-contextual-advertising/
