When should I use Keyword targeting?
Keyword targeting is a valuable tactic best suited for campaigns focused on upper-funnel metrics, like reach or clicks.
It is not recommended to add keyword targeting to campaigns optimized for lower-funnel KPIs, such as site visits or conversions. Adding any audience targeting constraints (including keywords) to conversion-focused campaigns can dilute the power of our optimization model, reducing its ability to efficiently find the highest-value users required to drive your primary KPI.
What is the difference between Keyword Interest Targeting, Keyword Contextual Targeting, and Categories vs. Keywords?
These represent different methods for defining your audience and placement:
Interest Targeting: The ad is served to a user based on their recent online activity or inferred interests related to a given keyword.
Example: Someone who recently read about “football” but is currently reading about “gardening” could receive an ad targeted for 'Interest: Football.'
Contextual Targeting: The ad is served when the user is actively on a page about the given keyword or topic.
Example: An ad targeted for “Contextual: Football” would be served to users currently reading an article about football.
Categories vs. Keywords:
Categories are pre-grouped clusters of related keywords defined by Quantcast for easy setup and wider reach (e.g., the Sports Category includes football, basketball, rugby, etc.).
Keywords target a more specific term. Our system's modeling understands relevancy, meaning you generally do not need to enter variations like "sport, sports, sporting" to achieve reach.
What is Topic Modeling, and why are we using it for Keyword Targeting?
Topic Modeling is how the Quantcast AI system analyzes web content and groups related keywords into broader, coherent topics. We are implementing it to:
Improve Targeting: Eliminate low-quality keyword suggestions and guide users toward more relevant, high-performing topics.
Provide Transparency (AI Summary Box): Offer clear, AI-driven visibility into how your selected keywords translate into audience reach.
Does Topic Modeling change how Keyword Targeting is treated in my ad set?
No. Keyword Targeting remains a goal (something to aim for) and not a constraint (a mandatory filter) for ad sets. However, the system's ability to filter keywords by topic significantly improves the quality and relevance of the audience reached toward that goal.
I want to suppress keywords related to brand safety. Should I enter these keywords into the suppression area of my ad set?
No. Keyword Targeting at the ad set level is not recommended for brand safety purposes. Instead, use the contextual blocklists in Assets -> Inventory. This ensures you apply blocks across all applicable placements effectively.