With the contextual targeting add-on module the ad server will spider and full-text index all of the pages on your web site. This indexing happens in a fraction of a second and is done on-demand to avoid overloading your site. Indexed pages are cached for high performance, however, they are updated regularly (every 4 hours by default) to ensure that you're always targeting fresh content. Once pages have been indexed, the keywords and phrases they contain can immediately be targeted and reported on.
What's really awesome is that you have a great deal of flexibility when it comes to matching keywords and phrases.
Plus you can generate keyword frequency and performance reports that show you the words that occur most frequently on your site as well as the targeted keywords that seem to be performing the best for your campaigns.
Sometimes you may not want to index the entire content of your pages. How can you accomplish this? It's actually very easy. You just wrap some special HTML comments or <DIV> tags around the content to instruct the spider on what it can and cannot index.
Why the choice? Using HTML comments is nice because they do not add extra markup to your pages. However, you may run into an issue that some content optimization tools will actually strip HTML comments out of pages to reduce their size. If you use such tools on your web site you will have to use <DIV> tags instead.
This is an example of a post page on a forum web site. You only want to index the post title and content while excluding users signature content within the post. To accomplish this we actually use both inclusion and exclusion rules.
<html> <head> <title>Example Forum Post Title</title> </head> <body> <!-- BEGIN_INCLUDE_CONTEXTUAL --> <div id="posts"> <div id="post_12345"> <div class="post_title">Example Forum Post Title</div> <div class="post_content"> This is an example post and this content would be indexed. </div> <!-- BEGIN_EXCLUDE_CONTEXTUAL --> <div class="signature"> John Doe, Member Since 2007 </div> <!-- END_EXCLUDE_CONTEXTUAL --> </div> </div> <!-- END_INCLUDE_CONTEXTUAL --> </body> </html>
Maybe you don't run a forum web site. You just want to exclude content from your site navigation and footer from being indexed. This is generally a good idea because your site navigation and footer are duplicated in all of your pages. This will make it impossible to effectively target keywords that might occur within their content! The best solution is to use an exclusion rule on them.
<html> <head> <title>Example Home Page</title> </head> <body> <div id="wrapper"> <div class="begin_exclude_contextual"></div> <div id="navigation"> ... top navigation links here ... </div> <div class="end_exclude_contextual"></div> <div id="main_content"> ... main content here ... </div> <div class="begin_exclude_contextual"></div> <div id="footer"> ... bottom footer links here ... </div> <div class="end_exclude_contextual"></div> </div> </body> </html>
Alternatively you could use an inclusion rule to include only the main content, however, that would prevent other content such as the page title from being indexed so make sure that's really what you want.
With the contextual add-on module activated, you can proceed to target campaign to the keywords and phrases within your page content.
Let's assume that you want to target the keyword windbreaker or the phrase "blue coat" as an example.
Once your targets have been entered, you should now see that your campaign only appears when the targeted keyword or phrase is found in the page content.
Logging and reporting of keywords and phrases indexed by the contextual add-on module is not enabled by default.
Before enabling it, you should consider a few things:
To enable the logging and reporting, go to Settings > Expert > Statistics and check all of the boxes for keywords. You can also control how many of the most frequently occurring keywords will be logged for each of your pages. This will help to keep the size of your database from growing out of control. By default the top 50 keywords per page are logged, but you can increase or decrease this Keyword Reporting Limit by going to the Settings > Basic > Contextual page.
Sites that are not published in English or Spanish may wish to translate our list of stop words. These are common words that we filter out of the keyword frequency reports. You can enter a CSV list of your custom stop words on the Settings > Basic > Contextual page. Keep in mind that these words are still included in the full-text index so you can still target phrases that contain them.