Account Manager tips for using Keywords on VOD campaigns
ExoClick’s Keyword Targeting feature allows Advertisers to target ad zones that align with their campaign’s vertical through keyword associations, ensuring that their ads are displayed on websites/webpages that feature relevant content. If you would like to see the effect of Keyword Targeting, check out this Advertiser Case study, which puts Keyword Targeting to the test. In this article, we will dive into some of our Account Manager tips for using Keywords on VOD campaigns
How does Keyword Targeting work?
The Advertiser Keyword Targeting feature helps you connect with your ideal audience through strategic keyword associations. Many advertisers utilize this tool to identify ad zones that align with the themes of their offers, ensuring ads appear on relevant websites and increasing engagement.
Keyword Targeting uses both Publisher-assigned keywords (from website domains or tags) and user search keywords (from website search bars). Publisher assigned keywords target specific content categories, while user search keywords capture real-time user interests, enhancing targeting accuracy and conversion potential.
Overall, Keyword Targeting effectively matches ads and products with relevant keywords, helping advertisers reach their desired audience.
How to use Keyword Targeting on Advertising campaigns
To make the most out of this feature, ensure you use keywords rather than a key phrase. This will help your campaign match the publisher’s keywords. For example:
- Instead of “where to watch VOD?” just use ‘VOD’, ‘movies’, or ‘watch’
You can also add branding keywords like your company name. You can add up to 500 words, to your targeting campaign, but it is recommended you keep it broad so you have enough traffic to test and target.
Please note: To start receiving traffic, the campaign needs to match the keywords that the publisher’s ad zones are sending. Not all publishers use Keyword targeting, so it is best to mix your Keyword targeting with Category targeting to maximise your opportunities; otherwise, your campaign may not get any traffic.
Adding the keywords to your campaign is simple:
- Go to Step 3: Targeting of creating a campaign.
- In the Keywords section, enter each word on a separate line. In this example, we have chosen money and income
- You can target or block any keyword in any language.
Targeted Keywords
You also have the option to block Keywords. In the example below, we have chosen the Keyword ‘humour’, which will block all ad zones and websites that are tagged as humorous.
Please note: You cannot target and block keywords at the same time in campaigns; you can only choose to target or to block.
Additionally, you can use a {keyword} or {tags} token in the campaign’s URL to see the values matched on your site. You can do this in the ‘Select Ad Destination’ of your Landing Page URL.
Account Manager tips for using Keywords on VOD campaigns
Here are some best practices for using Keywords on VOD offers from our expert Account Managers:
#1 Use Video Formats for your campaigns
ExoClick offers In-Stream, Slider, and Outstream formats for you to try on your campaigns. This can be a great way for VOD Advertisers to hook the end user and provide value. Because you are offering a video product, it makes total sense to use video advertising to promote your VOD offer. Showcase some of your content, for example, you could show a short snippet from one of your movies or show clips from your most popular titles.
In addition to Smart CPM, CPM, and CPC, Advertisers can pay with the (Cost Per View) CPV, which only counts the view after 10 seconds of video playback.
#2 Try Exclusive campaigns
It is recommended that Advertisers launch Exclusive Keyword Targeting campaigns. These campaigns receive the highest priority within ExoClick’s network. Unlike standard bidding campaigns that must compete with other advertisers, Exclusive campaigns gain direct access to premium traffic sources, resulting in higher volumes and better visibility. This increased exposure often results in improved conversion rates and lower CPAs, especially when combined with the contextual relevance of the Keyword Targeting feature.
#3 Use Category Targeting
Category Targeting shows content similar to the Advertiser’s offer. Advertisers can enable this during the campaign setup to target ad zones. This ensures that ads appear in a contextually relevant environment, increasing the chances of reaching users who are already interested in related topics. This allows the Keyword Targeting ads to look more integrated into the site, enhancing relevance and increasing the possibility of engagement, clicks, and subscriptions.
#4 Consider case sensitivity
Keyword Targeting is case-sensitive. Avoid using multi-word phrases (e.g., “Popular Series”) in a single line; instead, break them into individual words to ensure proper matching. For instance, targeting “Video Streaming” will not match tags like “Video” or “Streaming.”
#5 Keyword Targeting token
To maximize the effectiveness of ExoClick’s Advertiser Keyword Targeting feature, it’s advisable to implement the {tags} parameter in both the tracking URL and the Advertiser’s tracking solution. Advertisers can also use the {Keyword} Token, which matches your keyword with the related Publisher Keywords on the page. Giving you even more ad targeting opportunities!
#6 Avoid being too restrictive
Keyword selections that are too specific might result in low volumes of traffic. You can add up to 500 keywords, so include a wide range to ensure a wide enough reach.
#7 Use the Video CTA feature
Add a predetermined CTA to your video ads. This will overlay your video ad and increase user ease. You can choose from many options, including ‘Click for More’, ‘Click Here’, ‘See More’, ‘Watch Free’, and more.
#8 Third-Party Tracking URLs
Use ExoClick’s Third-party tracking URL feature to track the number of specific variations in the viewer’s experience, like video duration, video tracking, and end user actions, without needing a VAST Tag! This can help you increase your video campaign’s success. For example, if you know that your end users are only watching the first 15 seconds of your ad, you can put your CTA in the first 10 seconds to make an impression. Check out all the available tracking metrics and the benefits for Advertisers here!
Conclusion: Account Manager tips for using Keywords on VOD campaigns
Try out some of these Account Manager tips for using Keywords on your VOD campaigns and watch your conversions increase.
If you are interested in creating an exclusive campaign with ExoClick or would like to learn more about Keyword Targeting, get in touch with your Account Manager or Customer Success representative. If you have not joined ExoClick yet and you are interested in increasing your campaign ROI with our in-depth targeting features and high quality traffic sources, sign up now!
