Keywords vs classifications blacklists for your ad campaigns.

How to avoid some context?
Keywords vs Classifications bans.

Both methods are compatible and serve different purposes.

Keywords bans avoid specific words presence at the page level.

Pros: Very targeted and at the page level. Avoid a competitor brand, a named reference like a city or someone…

Cons: Got to be very specific on those keywords as they do not handle nicknames or synonyms, just to name those two. This generates very long lists to ensure safety and those long lists may be biased, outdated and prevent you from context you might indeed desire.

Classifications bans avoid specific associations to your brand at the Media/Source level.

Pros: No need to worry about new terms as bag of words for a classification are permanently updated. Words/expressions get in and out. Automatically. This is critical if you don’t want some risky associations to your brand.

Cons: This will not work to avoid specific words or brands where keywords ban is a better option.

An example? Want to be associated with Wellness, but not with Disease?

Your brand wants to be exposed in Wellness publication but not those associated with Diseases (like Covid).

For demonstration purposes here, we’ll focus on a small list of publications to easily identify differences.

Corpus will be made of:

  • Media in America and in English
  • Media Taxonomy is Wellness > Specialized > over the past week

This gives us 11 Media.

Now, you want to avoid Media with those 11 that do Cover Diseases. Your corpus becomes:

10 Media left. One is gone which you can look at by changing IS NOT to IS in the Disease condition and find:

Let’s double check with TrustedOut’s profile over the past week:

Want to double check with Google?

Search for site:issaquahreporter.com and then site:issaquahreporter.com covid to see 5 out of the 7 links over the past 7 days are mentioning the word “Covid” (11/7-14/20).

Want to give it a shot? Contact us!

contactus@trustedout.com

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Freddy Mini

CEO & Co-founder