Let’s take a look at a few examples first how your ads on content pages can hurt your brand.
The popular tactics including ad placement, contextually matched ads and behavior targeting can get you in situations like anyone above.
Don’t get me wrong; I’m not trying to scare you away from content ads, and they are powerful tactics for branding and conversions if deployed properly. But, how to protect your campaigns from landing into those embarrassing situations?
- Brainstorm for a list of negative keywords to filter out negative content. Build a generic list for all campaigns and specific basket of keywords for specific needs
- Do routine audit. You can do this manually or build a simple script to check the URLs where your ads displayed for sentimental analysis
- Make mistakes. We are all human and human make mistakes; but, we learn from mistakes. Pay attention to the process how you manage your campaigns and keep improving!