In-Chat Ads Targeting Guide for Advertisers

This guide explains how to set up effective campaigns by leveraging advanced targeting options for maximum relevance and performance.

1. Matching Strategies

You can control when your ad is shown by combining categories and keywords. Here are the available options:

A. AND (Category + Keyword)

• Your ad is shown only if both the selected category and at least one keyword match the user prompt.

• Example:

  • Category: “Fitness”

  • Keyword: “HIIT workout”
    → The ad appears only if the prompt is about fitness and specifically mentions “HIIT workout”.

• Benefit: Maximum precision and relevance.

B. OR (Category or Keyword)

• Your ad is shown if the prompt matches either the category or one of the keywords.

• Example:

  • Category: “Cooking”

  • Keyword: “vegan recipe”
    → The ad appears if the prompt is about cooking in general or mentions “vegan recipe”, even outside the cooking context.

• Benefit: Broader reach, suitable for awareness campaigns.

C. EXACT (Exact Match)

• Your ad is shown only if the prompt matches exactly (or nearly) the keyword or the combination of category and keyword.

• Example:

  • Keyword: “last minute holiday”
    → The ad appears only if the prompt contains exactly “last minute holiday”.

• Benefit: Total control over ad placement.

2. Categories: Selection and Best Practices

• You can select multiple types of Categories for your campaign. We use the IAB standard taxonomy.

• We recommend always setting both Primary Categories (directly related to your product/service) and Secondary Categories (not directly related, but adjacent or complementary to your offering).

• Categories serve as a structural base for targeting and can help expand or refine your audience.

3. Keywords: Quantity and Negative Targeting

• You can select as many keywords as you want for your campaign. We recommend at least 50 keywords to maximize reach and relevance.

• Negative keywords (exclusion keywords) can be set to ensure brand safety—your ads will not be shown if these terms are present in the prompt. Again, you can add as many as you want; we suggest at least ten to start.

4. Priority and Optimization

• Highly specific keywords can override the category if the user intent is clear (e.g., “first home mortgage” even if the category isn’t perfectly assigned).

• Categories act as a fallback: if no keywords match but the category is clear, relevant ads can still be shown.

5. Keyword Interpretation: Lexical, Semantic, Predictive

Keywords in In-Chat Ads are interpreted on three levels to enable smarter targeting:

1. Lexical

• Definition: Literal word matching in the prompt.

• Example:

  • Keyword: “running shoes”

  • The system looks for this exact phrase or close variants (plurals, capitalization, minor typos).

• Advantage: Maximum precision and full control over where your ad appears.

2. Semantic

• Definition: Goes beyond literal words to capture meaning.

• Example:

  • Keyword: “running shoes”

  • The ad can be triggered by prompts like “sneakers for jogging” or “footwear for running”, recognizing similar intent.

• Advantage: Greater coverage and relevance, even when users use synonyms or different expressions.

3. Predictive

• Definition: Uses AI to anticipate user intent, even if not explicitly stated.

• Example:

  • Keyword: “running shoes”

  • The ad may be shown to users asking “how to prepare for a marathon” or “beginner training plans”, predicting potential interest in running shoes.

• Advantage: Captures latent needs and reaches users who haven’t yet expressed direct purchase intent.

Summary:

• Lexical: literal match

• Semantic: meaning match

• Predictive: future intent match

This triple-layered approach makes targeting more powerful and sophisticated, adapting to both advertisers seeking total control and those aiming for maximum expansion and discovery of new segments.