Custom Contextual Targeting

Overview: We can leverage Grapeshot to build contextual lists of URLs which include keywords or 3-word phrases and serve ads only to those pages.

Use Cases: This is extremely helpful when trying to filter down to pages that display relevant content on larger domains.  Keyword Targeting is also extremely useful for Conquesting, a tactic in which you target your competitor’s name and/or product name, and serve your ads on those pages.  

KPI: Click Through Rate (CTR), Cost Per Acquisition (CPA), Cost Per Click (CPC)

Media Type: Display, Native

Placement: Display or Native Ads will serve only on sites from the selected site list that contain one or more of the designated keywords.

Bid Structure: This targeting tool follows the bid ranges for the campaign’s media type. Grapeshot segments cost an additional flat CPM that varies depending on the segment. To set the bids, add the associated cost of your segment as seen in the ‘Audience’ tab to the recommended bid ranges for the campaign’s media type. 

Audience Data Targeting: First and Third-Party Data segments are available to target but can limit the campaign’s ability to serve.  If Third-Party Audiences are added, increase bids by the average cost of all associated segments.

Specs:  Align with the campaign’s media type.

Setup

Compile and send your Keyword List to your Account Manager, who will then push the list to Grapeshot.  Targeting will be available in Pontiac after 3 business days, and can be found under ‘Onboarded Audiences’.  To set the bids, add the associated cost of your segment to the recommended bid ranges for the campaign’s media type.