Voluum Documentation

Contextual Targeting: Managing Keywords for a Campaign

Voluum DSP Contextual Advertising Keywords

As for all your DSP campaigns, adding keywords is not enough to make them profitable. Besides that, you need to monitor campaigns and check which settings work best. The below steps show you how to define keywords for the DSP campaign and then, monitor not only the campaign's performance, but how those keywords are profitable.

Table of Contents

I. Learn about Best Practices

The below hints might give you some insights on how to prepare a list of keywords and thus, optimize the campaign:

  • Think about the context of articles where you want to display your ads: which sites and which articles would your target audience visit?

  • Choose your keywords carefully. Include terms or expressions that your visitors would use to describe your products / services. Keywords of two or three words tend to work most effectively.

  • Split test different angles of messaging of the product / service you promote. Run two campaigns with two types of different images, headlines and used keywords that would create a separate ad group.

  • Make sure to create your keywords and headlines around your landing page and offer content. Clear connection and integrity of messaging is a key to healthy conversion rate.

  • Pick the right number of keywords. Most advertisers find it useful to have somewhere between 50 and 200 keywords per campaign to ensure good volumes.

  • Don’t forget about creating the list of the most effective keywords which you have used promoting a particular product / service.

  • Increase your CPM - since you buy a relevant audience.

  • Don’t forget about using bid adjustments in Creatives, Sites and Keywords reports.

II. Add Keywords to a Campaign

In order to add keywords to a campaign, perform the following steps:

  1. In Voluum, go to Campaigns. The Campaigns view will show up.

    campaigns_view.png
  2. Edit the DSP campaign for which you want to add expressions. The campaign's form will show up.

    Note

    Voluum Info: Keyword targeting works for a mobile and desktop version of the web environment.

  3. In the form, go to the TARGETING tab.

    edit_campaign_targeting_view.png
  4. Scroll down to the Source type section and select the Web radio button.

    edit_campaign_source_type_web.png
  5. Go to ADVANCED and expand the section.

  6. Scroll down to the Contextual targeting setting and click Add contextual targeting.

    edit_campaign_advanced_section.png
  7. Provide keywords relevant for your campaign - you can add one keyword per line in the panel:

    Note

    Voluum Info: In order to target your audience contextually, you can only use keywords in English. 

    edit_campaign_contextual_targeting_keywords.png
  8. If you need to do so, modify other settings of the campaigns.

  9. Click the Save button. The campaign's form closes.

III. Check Performance of Keywords in Reports

Next, you are going to check how your campaign performs for specific keywords that you have defined. To do so, follow the steps:

  1. In Voluum, go to Campaigns. The Campaigns view will show up.

    campaigns_view.png
  2. Select the DSP campaign that you want to create the specific report for and double click on it or click the Report button. In this example, the selected campaign is Voluum DSP - Outbrain - My Campaign with Keywords. The report will open in the new tab.

  3. Click the Keywords tab to see a list of all words / phrases that you have previously added:

    campaign_report_keywords_view.png
  4. Check metrics for every keywords to make sure that all of them perform well and according to your expectations. If not, click the dsp_pause.png icon to pause the keyword for the campaign.

    campaign_report_list_keywords.png

Search results

    No results found