Behavioral Advertising vs. Contextual Advertising: Ndeupi Musiyano?

Behavioral vs. contextual advertising, ndeupi musiyano?

Kushambadzira kwedhijitari dzimwe nguva kunowana rap yakaipa yemutengo unobatanidzwa, asi hapana kuramba kuti, kana yaitwa nemazvo, inogona kuunza mhedzisiro ine simba.

Icho chinhu kushambadzira kwedhijitari kunogonesa kusvika kure kure kupfuura chero nzira yekushambadzira organic, ndosaka vatengesi vari kuda kushandisa mari pazviri. Kubudirira kwekushambadza kwedhijitari, sezvazviri, zvinoenderana nekuti vanonyatsoenderana sei nezvinodiwa uye zvinodiwa zvevateereri vanotarisirwa.

Vatengesi vanowanzovimba nemhando mbiri dzekushambadzira kuita izvi - kushambadzira kwemamiriro ezvinhu uye kushambadzira kwehunhu.

Zvinoreva Kumashure Kwemaitiro uye Contextual Advertising

Kushambadza kwehunhu kunosanganisira kuunza ads kune vashandisi zvichienderana neruzivo nezve maitiro avo ekare ekubhurawuza. Izvi zvinoitika nekushandisa data yakaunganidzwa pamaparamita senge nguva yakashandiswa pawebhusaiti, nhamba yekudzvanya kwakaitwa, pakashanyirwa saiti, zvichingodaro.

Iyi data inozoshandiswa kugadzira akati wandei mushandisi vanhu vane hunhu hwakasiyana uyo akakodzera ads anogona kutariswa. Semuenzaniso, kana iwe ukabatanidza zvigadzirwa A uye B, chaunonongedza vateereri vanofarira A vangango batana neB.

martech zone chii chiri kutengesa

Pane rimwe divi, contextual advertising zvinosanganisira kuisa ads pamapeji zvichienderana nezviri mumapeji iwayo. Zvinoitika nekushandisa maitiro anozivikanwa sekunongedza mamiriro, ayo ane kupatsanura ads zvichienderana nemisoro yakakodzera kana mazwi makuru.

Semuyenzaniso, peji rewebhu rinotaura nezvemabhuku rinogona kunge riine ad yemagirazi ekuverenga. Kana kuti webhusaiti inoburitsa mavhidhiyo emahara ekurovedza muviri, maitiro, uye mabikirwo anogona kumhanyisa kushambadzira kwekubika padivi pekushanda kwayo - sei Fitness Blender anoita.

contextual advertising

Contextual Advertising Inoshanda Sei?

Contextual vashambadziri vanoshandisa yekuda-padivi chikuva kuti vaise kushambadzira kwavo pamapeji akakodzera.

  • Kuisa parameters inhanho yekutanga. Nepo misoro iri zvikamu zvakajairwa izvo shambadzo yaizokwana mazviri (sefashoni, zvematongerwo enyika, kubika, kana kusimba), mazwi akakosha anogonesa kunyatsonangana mukati memisoro iyoyo. Kune akawanda ads, kusarudza chaiyo musoro uye nezve 5-50 keywords eiyo musoro inofanira kukwana.

chii chinonzi contextual advertising

  • Zvadaro, Google (kana chero injini yekutsvaga iri kushandiswa) ichaongorora mapeji ari mukati metiweki yayo kuti ienderane neshambadziro neiyo inonyanya kukosha zvirimo. Pamusoro pemazwi akakosha akasarudzwa nemushambadzi, injini yekutsvaga inotora zvinhu zvakaita semutauro, zvinyorwa, chimiro chepeji, uye chimiro chekubatanidza.

  • Zvichienderana nekuti mushambadzi anoda kuti kusvika kudii, injini yekutsvaga inogona kutarisa chete mapeji anoenderana neakapihwa mazwi. Kana ongororo yapera, ad inozoiswa papeji reinjini yekutsvaga inoonekwa seyakakosha.

Behavioral Advertising Inoshanda Sei?

Sezvo kushambadzira kwehunhu kunoenderana nemaitiro ekare evashandisi, chinhu chekutanga chinodiwa nevashambadzi kuteedzera maitiro iwayo. Vanodaro vachishandisa makuki, ayo avanoisa muhard drive yemushandisi chero munhu paanoshanyira webhusaiti yemhando (uye opinda mukugamuchira makuki).

Makuki anovabatsira kuona pari kubhurawuza nemushandisi, kuti ndeapi mibairo yekutsvaga yavari kudzvanya pairi, kangani ivo vari kushanyira webhusaiti yemhando, izvo zvigadzirwa zvavari kunyora kana kuwedzera kungoro, zvichingodaro.

Nekuda kweizvozvo, ivo vanogona kunanga vashandisi vane ads zvinoenderana nekuti vari pawebhusaiti kekutanga kana kudzokorora vatengi. Vashambadziri vanoshandisawo makuki kuteedzera geolocation uye IP kero paramita kunanga vashandisi vane ads dzinoenderana munharaunda.

chii chinonzi kuzvibata advertising

Nekuda kwekutevera maitiro, vashandisi vanogona kuona kushambadza kwechiratidzo chavakatsvaga svondo rapfuura vachiverenga nhau pamhepo kana kubhurawuza chimwe chinhu chakasiyana zvachose. Izvo zvasara zvekufarira kwavo kwekare kana kusimudzirwa kwakakodzera munharaunda ndizvo zvinovakurudzira kudzvanya.

Zvishandiso zvakati wandei zviripo kubatsira mabhizinesi kuchengeta hunhu hwevashandisi uye kuvanangisa nemashambadziro zvinoenderana.

Ndechipi Chiri Nani: Chimiro kana Maitiro?

Zviri nyore kuvhiringa marudzi maviri ekushambadzira, sezvo ese ari maviri anoratidza ads zvichienderana nezvido zvemushandisi. Zvisinei, zvakasiyana chaizvo. Nepo kushambadzira kwemukati kunoshanda zvinoenderana nenharaunda iyo mushandisi ari kubhurawuza - chimiro chewebhusaiti, nemamwe mazwi - kushambadzira kwehunhu kunoenderana nezviito zvakatorwa nemushandisi asati asvika pawebhusaiti, senge peji yechigadzirwa chavakashanyira.

Vazhinji vanofunga kuti kushambadzira kwehunhu ndiko kunonyanya kubatsira pazviviri izvi, sezvo zvichigonesa kudzika kwemunhu nekutarisa vashandisi zvinoenderana nemaitiro avo chaiwo pane kungopenya zvirimo zvine chekuita newebhusaiti. Nekudaro, kune akati wandei akasiyana mabhenefiti e contextual advertising izvo zvakakodzera kucherechedza.

  1. Kurerukirwa kweKushandiswa -Mukana mukuru wekushambadza kwehunhu uri padanho remunhu raanopa. Zvisinei, izvi zvinoda yakakura data yevatengi uye maturusi akakodzera ekuongorora iyo, iyo inogona kunge isingadhure mabhizinesi ane zviwanikwa zvishoma. Contextual advertising iri nyore uye isingadhure kutanga nayo uye inopa kukwana kwakakwana kuve nzira yakanaka yekukwezva vashanyi vesaiti. Tataura izvozvo, makambani anovimba zvakanyanya nevechitatu-bato makuki kuti ape yakasarudzika ad ruzivo kune vashanyi vewebhusaiti. Nekudaro, nekuwedzera kwemirau pane iyo data (GDPR) inogona kuunganidzwa uye kushandiswa kubva kune vashandisi, makambani anozoda mamwe maturusi epamberi uye software yekutarisira kushambadzira kwavo kwemamiriro ekushambadzira sezvo paine rimwe danho rinobatanidzwa, kureva, kukumbira mvumo kubva mushandisi kuunganidza data ravo. Naizvozvo, kana iwe uchida kukurudzira kukurumidza kutorwa kwedhijitari uye mwero wepamusoro wekunzwisisa maererano neshanduko nyowani mukushambadzira muchikwata chako chekushambadzira, mumamiriro ezvinhu akadai, mafambiro anopindirana anogona kubatanidzwa neako ad software senzira yekuvadzidzisa.

google contextual advertising

Semuenzaniso, unogona kuvaka nzira yekukurudzira zviyeuchidzo zvevashambadziri vako kumisikidza ad campaign muEU. Iwe unogona kutumira cheki kana microlearning module kuti upe iyo yekupedzisira-mushandisi kuruma-saizi zvimedu zveruzivo kuitira kuti vavhare mabhesi ese vachiseta mushandirapamwe uye kutevedzera ese mirau nemazvo. Izvi zvinotisvitsa pachinhu chechipiri.

  1. Privacy - Zvirango zvekushandisa zvisirizvo ruzivo rwevashandisi zvinogona kunge zvakakura. Zvakare, makuki haasisiri otomatiki kune webhusaiti, uye vashandisi vanofanirwa kusarudza nekuzvidira ivo, zvichiita kuti kudzoreredza kuome. Iwe unoona, vashandisi vanoda kuvanzika kukuru, kusanganisira sarudzo, pachena, uye kutonga pamusoro pemashandisirwo e data ravo. Nomuzvarirwo, iyo webhu ecosystem inofanirwa kuenderana nekuwedzera kwavo zvavanoda. Nepo Safari neFirefox vakatobvisa cookie yechitatu, Google ichaita saizvozvo anopfuura makore maviri. Asi sezvo kushambadzira kwemukati kusingavimbi nemakuki, vashambadziri vako havafanirwe kunetseka nezvekusatevedzera kana varatidza kushambadzira kwavo.
  2. Brand Reputation Protection - Chimwe chikamu chekuchengetedza pasina mubvunzo kutevedzera zviri pamutemo. Nekudaro, mukurumbira unogona kuve chinhu chine hunyanzvi kuchengetedza, kunyanya sezvo vashambadziri vasingagone kudzora uko kushambadzira kwavo kunoratidza. Kazhinji, mabhureki akatarisana nekudzokera shure nekuti kushambadzira kwavo kwakavhenekwa panzvimbo dzevakuru kana idzo dzine maonero akanyanyisa. Izvi, zvisinei, zvaive mhedzisiro yemaitiro emushandisi. Kusiyana neizvi, kushambadza kwemamiriro ezvinhu kunoisa peji rewebhu pakati pezvinhu, uye mhando ine simba pamusoro peiyo peji rewebhu nekutsanangura misoro, subtopics, uye mazwi akakosha ane chekuita nekushambadzira.
  3. Kukosha Kwakawanda -Iyo yakakosha fungidziro inosimbisa hunhu hwekushambadza ndeyekuti vashandisi vanoda kuona kushambadza zvine chekuita nemaitiro akajairwa mumaitiro avo ekubhurawuza. Nekudaro, zvinogona kuitika kuti zvavanoda zvazvino hazvipindire nemaitiro iwayo. Semuyenzaniso, mumwe munhu arikubhurawuza midziyo yemitambo angave asingade hake kuona ads nezve graphic dhizaini masevhisi, kunyangwe ivo vakambobhurawuza nezve graphic dhizaini masevhisi. Kusiyana neizvi, a ad ye organic protein poda inogona kuve yakakosha kune yazvino mamiriro epfungwa uye kukwezva kudzvanya kwakawanda.
  4. Hapana njodzi yekupofumadza kwemabhanari -Ichi chinhu chakajairika apo vashandisi vakadzidza kusaziva kufuratira ads. Semuyenzaniso, bhaisikopo rekubhukidha tikiti saiti inoshambadza yepuratifomu yekuongorora bhaisikopo inoita zvine musoro pane kushandira ads ane chekuita nekubika.

Contextually ad ads emhando dzisinganyanyozivikanwa anoyeukwa 82% yakawanda nevanhu zvichienzaniswa nemashambadziro emhando dzine mukurumbira asi zvisina basa kune zvemukati peji.

infolinks

Pamusoro pezvo, vanhu vazhinji havana kugadzikana nekuvhenekerwa ads zvichienderana nebasa ravo rekare rekubhurawuza. Pane pfungwa yakajairika yekuongororwa nemakambani makuru ayo anogona kutadzisa vanhu kudzvanya pane ads kunyangwe iyo ad pachayo ingave yakakosha. Nekune rimwe divi, kushambadzira kwemamiriro ezvinhu kunoenderana neshambadziro kune peji rewebhu, zvichiita kuti iite senge isina 'stalker-se' uye yakavimbika kudzvanya. Kana vashandisi vachiona ads anoenderana, kutaridzika kwe ad kunowedzera, uye kune mukana wekuwedzera weiyo yepamusoro yekudzvanya-kuburikidza mwero.

Maererano ne Adpushup:

  • Contextual kunanga kwaavhareji kuwedzera kwe73% mukushanda kana ichienzaniswa nekunangwa kwemaitiro.
  • 49% yevatengesi veUS shandisa zvinongedzo zvinonangana nhasi.
  • 31% yemhando dzinoronga kuita kuwedzera mari yavo pakushambadzira kwemamiriro ezvinhu gore rinouya.

Zvose Nezve "Context"

Mukupedzisa, vese vane mabasa akasiyana ekuita mudhijitari yekushambadzira, uye mhando dzakasiyana dzinogona kuvapa huremu hwakasiyana.

Asi pane dzimwe nguva apo kushambadzira kwemamiriro ekunze kuri sarudzo iri nani. Inobatsira mabhurendi kutanga mushandirapamwe usingade zviwanikwa zvakawanda kuti zviitwe zvakakwana. Iyo zvakare inova nechokwadi chekuti havafanirwe kushandisa wega mushandisi data kana kunetsekana nekutevedzera GDPR. Ivo vanogona kungoenda kune keyword kunanga panzvimbo.

Pakupedzisira, chakakosha kuziva zvaunoda kuti shambadziro dzako dziite, kuti unoda sei kuti vatengi vako vanzwe nezve brand yako, uye kuti yakawanda sei yaunoda kushandisa kuita izvozvo. Zvadaro, ita sarudzo yako - mibairo ichabhadhara nekufamba kwenguva.