When should an advertiser use content targeting?
Correct Answer
To show ads based on specific searches, topics, or placements.
Why is this the correct answer?
Content targeting is used to show ads based on specific searches, topics, or placements. It targets the context — the content someone is viewing or the topic they are engaging with — rather than characteristics of the person. That covers topics, keywords and specific placements such as individual channels, videos, websites or apps. It is the right approach when the surroundings carry the relevance: a tool brand advertising on DIY tutorials, or a sports nutrition brand appearing on training content. Audience targeting answers the different question of who the person is — their interests, life stage, intent or past interaction with the brand — and the two are often layered, though combining them narrowly can restrict reach to the point where automation has little room to work.
Why are the other options wrong?
To exercise more control over the devices that their campaign runs on.
Device control is a separate campaign setting, unrelated to content targeting.
To make sure ads are only shown to users who’ve previously made a purchase on the website.
Reaching previous purchasers is remarketing, which is audience targeting based on past behaviour.
To reach users based only on their demographic characteristics like age or gender.
Age and gender targeting are demographic audience settings, not content-based targeting.
Real-world example
A power tool brand targets DIY and home renovation topics plus a list of specific channels. Ads appear against tutorials for exactly the jobs its tools are used for, and cost per site visit undercuts its broader audience campaigns.
Topics in this question
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