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Search Retargeting and Keyword Contextual Targeting

SEARCH RETARGETING ASSUMES INTENT

Using Search Retargeting, advertisers are able to target prospects with display ads based on the searches they perform across the web.  Search Retargeting assumes “intent.”  Depending on the search keywords or keyword phrases, the consumer is researching a particular product or service with the intent of potentially making a purchase at some point in the future.  This is generally considered the most effective targeting data available. 

CONTEXTUAL TARGETING FOR BEST MESSAGE RESONATION

Using Keyword Contextual Targeting, advertisers reach customers by showing them targeted display ads that resonate with the content they are already consuming.  Contextual targeting looks at the category or keywords of the current page a consumer is viewing and then serves them ads that are highly relevant to that content.  In essence, consumers only see ads they’re interested in, and the advertiser is only investing in targeted display to only the best possible prospects.

BB DIRECT ADVANTAGE

Variable Recency – BB Direct enables variable targeting and bidding based on the recency of the search event.  For example, ads can be served to consumers who have searched within 15 seconds, 15 minutes, or 15 days of the time their search. 

Keyword Level Performance – BB Direct’s keyword contextual targeting enables advertisers to target people consuming content that contain competitive product terms, brand terms, and other highly relevant phrases. 

Multiple Options – Get as granular as you like with keywords or keep it high-level based on categories.  Balance reach and performance to meet the goals of your specific campaign.

Massive Scale – Use contextual targeting across all the major real-time bidding exchanges.