How to use ‘fuzzy’ text to target ads for your brand
Advertisers have long been using text-based targeting methods to target their ads to specific users.
However, as they have gotten more sophisticated, it’s become more difficult for them to control how ads appear to users on the web.
“As more advertisers get into the text-oriented world, they are using more complex, and therefore more sensitive, targeting algorithms,” says Craig Smith, chief executive officer of Content Strategy Analytics, a New York-based marketing research firm.
“The result is a lot of the text content being more sensitive than the content of the ad.
And that’s going to be a problem for advertisers.”
What you need to know about text-only ads: Text-only text ads have different targeting criteria from text ads.
They use a different set of text attributes to distinguish between text and images.
Text ads must be more than one line long to be eligible for text-focused targeting.
Text-based text ads that are not properly optimized or that are too vague and unhelpful will not be shown to users.
The text-specific rules apply only to text ads, and they are not affected by text-to-speech, word-to, or video-to attributes.