What is Run Of Site Targeting?

Run of Site Targeting is a marketing approach that lets your ads appear anywhere on a webpage.

The key of this strategy is that you don't control where your ad ends up. This gives the ad a chance to reach a broader audience. This strategy was established with the advent of online advertising platforms like Google and Facebook, which started giving advertisers the option to use this method.

The benefit of using the Run Of Site Targeting technique is related to the primary goal of generating traffic to the website. The ad has the potential to be seen by more people because it can appear anywhere on the page. This cost-effective strategy leverages Google and Facebook's advanced algorithms to place ads where they are most likely to get a click, optimizing a specific conversion metric. This method is also referred to as "Grape Shot" targeting.

Examples of Run Of Site Targeting

  1. An online shoe store can use Run Of Site Targeting to let their ads appear anywhere on fashion blogs, not specifying a particular section or post.

  2. A local restaurant might use this strategy across cooking related websites, allowing the algorithm to decide where the ad fits best to attract diners.

  3. A tech company might use Run Of Site Targeting on various tech news sites to maximize visibility and drive traffic to their newly launched product.

  4. An online course provider can use this method on educational websites, spreading their ads across several sections, not just sticking to one.

  5. An e-commerce platform could take advantage of Run Of Site Targeting to promote their deals across multiple shopping blogs.

Marketing Tactics Similar to Run Of Site Targeting

  • Contextual Targeting - It involves placing ads on websites with content related to the product or service highlighted in the ad.

  • Behavioral Targeting - This strategy targets users based on their online behavior, such as their search history, the pages they've visited, and so on.

  • Geographic Targeting - This technique allows marketers to target users based on specific geographic factors like country, city, or a specified radius.

  • Programmatic Advertising - It involves automated bidding on advertising inventory, making it possible to tailor advertising to specific audiences and contexts.

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