How to Drive Low-Cost Conversions with Contextual Display Ads

Traditional behavioral-based display campaigns can be a great platform to drive brand exposure to a wide audience at a relatively low cost, however, it will be often difficult to generate direct conversions through the display.  

It’s interesting to note that the average cost per click of a display ad is about a quarter of the cost of a click on the search network. 

As the case is with many social ad platforms, display campaigns don’t show ads based on search queries - meaning you may be getting in front of a solid audience, however, there is simply no way to say that you are exposing your product or service to the relevant audience at a time when they actually need it. 

This is one of the reasons why search ads are effective. By simply focusing on keywords, you can target individuals when they are actively searching for what you sell. 

And this is where contextual display creates its magic. The contextual display allows you to not only get a broader audience to see your ads but to incorporate keywords into your campaigns, making it possible for you to get in front of the relevant audience in the right context at the right time. 

How Contextual Display Works?

Campaigns that run using contextual advertising technology make use of websites in Google’s Display Network and support a wide range of display ad sizes, as well as responsive ads, just like any other display ad campaign works. When you select where you wish to place your ads on pages that include those particular keywords. When you show your ads only on pages that use those keywords, you can reach users who are most likely to engage with your product/ service.  

How to Select the Best Keywords for Contextual Display?

If you are starting from scratch, you can use similar ad groups for your search campaigns. Contextual display ads allow you to bring forward the messaging and intent from search, in addition to also adding visual element. Brands can easily capitalize with catchy images that will contrast with most website ad backgrounds. 

However, if you have an account with a history of conversions, then choosing keywords is going to be simple and easy. As all you need to do is select some of your top-performing keywords from your most popular search campaigns and use similar keywords/ messaging in your ads, and voila! You’ll see good performance from your next contextual ad campaign. One added advantage of contextual display is that both responsive and designed display ads can perform very well, so you can whatever resources you have. 

Increasing Budget, Without Increasing the Cost Per Conversion

Based on your target audience, your campaign may be limited in size due to precise targeting. But if you see some strong results, then you may want to consider increasing your budget or adding keywords to expand your search. Here’s how you can do it without hurting your cost-per-conversion. 

Include ad groups similar to what is working

It’s rare though, but sometimes, Google has good keyword suggestions. When you are adding contextual keywords, research them on Google as you would do for search campaigns. Also, take into consideration the audience size that Google estimates every time you add a keyword. 

Add top performing keywords from search

Regardless of the cost per conversion, converting keywords from the search should be tested with contextual targeting. Often you can use similar search ad copy within the display ads and see success immediately. 

Try keywords that were converting at a higher cost than other keywords. It’s possible that the lower cost-per-click in the display, mixed with a solid display ad, can make these keywords convert at a lower cost.