Do you know exactly which people are likely to prefer your brand? Do you know when, where and how often they go online? Behavioral targeting combines proprietary and third-party data sources to predict the precise locations where your brand and your target audience will intersect.
1. Combine Segments Using Boolean Logic. Use Boolean operators "and" "or" and "not" with a combination of segments to customize your behavioral targeting.
2. Factor in Data Costs into CPM. ExactDrive has partnered with leading data providers to offer you the best behavioral targeting. Data segments range from a few cents to +$20.
3. Keep Testing and Refining Your Approach. Don't be afraid to test multiple options in terms of delivery channel, time frame, value, and type. The more you test different solutions, the more likely you are to find something that works perfectly for your market and your business.
Psychology and understanding human behavior can have a huge impact on your ability to achieve success in any industry. After all, having a better insight into what drives your consumer is essential in improving customer engagement. If you can provide a browsing experience that is more relevant to your target market based on their interests and preferences, then they will be more likely to spend their money on your products and services.
The amount of data that is available through the use of digital cookies has enabled brands to target customers much more effectively. The concept of behavioral targeting involves the use of a small piece of code that a company uses to drop cookies into the browsers of users as they visit their site. From that point, as the user continues to browse the web, the cookie will gather points of data, taking note of any items bought, searches made, or articles read. The more time spent online, the more data is collected.
Using this information, companies can learn which products to advertise to which users, and even determine whether certain users will be more susceptible to certain strategies than others. However, like any strategy available for advertising online today, there are some rules involved in unleashing the full power of behavioral targeting.
The following are 4 secrets of how behavioral targeting can be used to increase your overall sales.
Even if you have spent significant time and effort planning and designing a strategy for Search Engine Optimization (SEO), it's important to remember that your landing page won't always be a perfect match for the traffic you receive. Ultimately, the way in which traffic is deposited on your website is a factor decided by search engines. For instance, if a search is made for a "little black dress", a visitor may arrive on a website for women's fashion, but instead of ending up on the category he searched for, he may arrive on the home page. In this situation, the use of behavioral targeting can ensure that the content displayed to a visitor is more relevant, or at least capable of redirecting the user towards the right page.
Using the search keyword data, you can create an interaction or piece of advertisement creative that shows up on your website landing page, encouraging your visitor to check out your "little black dress" selection.
Often, when browsing a website, certain visitors will display certain behaviors that indicate that they're interested in particular pieces of content or offers that are available, but at the same time they can't decide on making a purchase - or may have some doubts. With the use of behavioral targeting, it is possible to push the sale slightly by prompting the customer with special offers, or products that might be better for the analyzed needs of the customer. The more data you can gather about a particular visitor, the more chance you have of directing them towards the product that they both want and need.
Through behavioral targeting, advertisers can construct offers that appeal best to their preferred audience. Every time a user approaches your website, they will show a pattern of navigation. These patterns can then be used to recommend products that reflect the preferences of the user in question. For instance, if a particular visitor adds a computer program to his cart after some indecision and lengthy consideration, but has also spent a great deal of time puzzling over a particular accessory, you could take the opportunity to show that viewer additional purchases that could add value to his initial order. In other words, behavioral targeting increases your ability to upsell products, and ensures that your visitor has the chance to discover more interesting products that may be useful to them.
Behavioral targeting is a great opportunity to learn more about your audience, as well as developing long-term opportunities for communication. Based on the information gathered about a visitor, it is possible for advertisers to serve and create messages tailored specifically to them. For instance, if you're trying to draw in more customers from a particular geographical location, you can develop a newsletter that speaks about important updates in that location or city, then invite visitors to subscribe to learn more through a pop-up or call-to-action.
Founded in 2011, ExactDrive is a data-driven digital media buying and planning agency. We’re always on the lookout for motivated ad agencies and businesses with a growth and improvement mindset. The more successful you are, the better your business will grow and ExactDrive is here to help.
ExactDrive works best when paired up with an ad agency or business that is looking to optimize and enhance its service offering and campaign performance. It's important to us not just how much you spend, but where your money goes - we love diversifying our efforts across various digital media channels to maximize return on ad spend.
Whether you want to raise awareness, incite action or open new channels, ExactDrive works behind the scene to deliver results so you can focus on operational imperatives. As a result, we become extensions to your daily ad operations and can be trusted with any digital media need because deep knowledge is always at hand.
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