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We sat down with Jill Parkinson at Neat Digital to better understand how they put together digital advertising strategies for their clients. We work with luxury travel brands to bring together marketing strategies that drive measurable results. We use a mix of site list targeting, third-party data, and retargeting within our digital advertising campaigns. Choozle provides much better third-party data segments and tactic options than we’d find through advertising solutions on social media platforms or Google.

Welcome to the other side of political advertising, where we look back at the 2020 election cycle to learn and improve for the next one. To better understand what we can learn from digital political advertising in 2020, we sat down with Mitch Wohl, Client Success Manager at Data Genomix, to better understand how they put together digital advertising strategies for political races. We created clear documentation and guidelines so that our clients could easily understand the differences between each channel, enabling us to run political ads through every possible digital medium. I am very worried that if there continues to be unreasonable blackouts and restrictions on digital political ads, that only those campaigns with a significant war chest of funds will be able to reach voters.

Today, we’re going to cover what contextual keyword targeting is, take a tour of the contextual keyword library, how to implement this tactic in your campaigns, and then finally, we’ll talk about the reporting options that are available. This strategy differs from contextual category targeting, which places ads based on the category of the site rather than on the actual content of the specific pages. Because of the timely element of this tactic and the narrower targeting that it facilitates in targeting keywords, it serves as a good mixture between contextual category and data targeting and often sees high engagement. Generally speaking, you don’t want to mix contextual keywords with categories because contextual category targeting is free.

To help, increase your base bid incrementally until pacing gets better and your win rate increases. If you are above 35 percent win rate, and still under pacing, you may want to think about expanding your audience, geolocations, or add in additional tactics as you are already winning the majority of the impressions available and we will need to look elsewhere to pick up available impressions. If over pacing (pacing around 110 percent and up) think about decreasing your base and max bids as this will help to bring down the pacing a bit. If cost per completed view (CPCV) or completion rate Build a whitelist with sites garnering your desired CPCV and/or a blocklist with inventory that’s outside of your desired CPCV range.