Advertising Technology Advertising Technology, Product | March 29, 2016

Connecting the Dots: Targeting Your Customer With the Right Keywords

Digital marketers are continuously experimenting with how they target the right audience at the right time with the right message. In an increasingly complex digital marketing landscape, it’s essential to understand which targeting tactics are most impactful and why.

Say for example, your customer likes to travel, then targeting users who visit travel related pages could provide maximum reach.

Therefore, choosing keywords for an advertising campaign is about connecting the dots – your ads and the customers most likely to be interested in your business.

This is where contextual targeting comes into play. Contextual targeting targets users in which the content of an ad is in direct correlation to the content of the web page the user is viewing.

So how are keywords generated, and how are they used in targeting the audience?

Jatinder Chabbra: Principal Software Engineer @Media iQ

Jatinder Chhabra, Principal Software Engineer, at Media iQ, answers these questions.

The Process: Keyword Generation and Targeting

“The pooling of users and analysis, is done within a time period of minutes/hours/days/weeks/months, that is, even before the user is targeted for a particular ad. Keywords are generated in a number of ways. Sometimes the client may provide a set of keyword combinations, or usually it is done based on instinct, via SEO, or by categories. Another way of generating keywords is through advanced analytics which includes creating bigrams, with the help of NLP (Natural Language Processing) etc.”, adds Jatinder.

At Media iQ, we target the keywords through our Real Time Bid Modification Engine, which has the option to provide contextual targeting in real time. The Real Time Bid Modification Engine is able to analyse information on all the auctions available in the market and then takes a action within the context of the auction, via keywords available from page URL, and accordingly either modifies, targets, or denies the bids even before the auction is over. This enables us to reach specific or niche audience who may be interested in that particular category or product.

For example, let’s say a brand sells travel equipment. Normally, the brand will have to build out separate ad groups for each of their product lines, like travel gear, travel bags, travel accessories, etc. But with contextual targeting, brands can automatically generate tightly-themed keyword lists and target the most likely customers.

How Fast is the Intent Acted Upon

The Real Time Bid Modification Engine targets the audience in the context of the auction itself. For example, when your audience searches for the latest model of “Audi” on an automobile aggregator site, our Real Time Bid Modification Engine, will not only provide the audience with information on the car, but will also trigger an ad on the same page, leading the user to the precise location for purchasing the specified car.

Our real time keyword targeting tool can also be combined with site domain which can further enhance our targeting capabilities to reach out to niche contextual auctions. For example, users who search for products like cameras on e-commerce websites, can be targeted via our keyword site domain combination, enabling brands to target these users in real time.

The Scale of Our Solution

Currently we are able to match over 16k combinations (4 or less) of keywords against each and every available auction. We process about 900k auctions every second during daily peaks. Our system responds to each auction within 2-3 microseconds with keywords that match, thereby just taking a couple of microseconds to match each auction against 16k keywords.

That Enables You…

To reach your targeted audience in real time, and create contextually-targeted campaigns more easily and quickly, while generating more clicks and conversions for your campaigns.

For more information, reach out to



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