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The technique of behavioral targeting delivers advertisements to audiences who are actively seeking your offering or have a history of visiting websites of a similar content or topic to your product or service.
Behavioral targeting is a simple yet powerful online advertising method that generates very effective and efficient results while minimizing wasted budget. To learn more read our behavioral targeting definition.
Need the undivided attention of a precise audience or demographic group? Then testing out ExactDrive's behavioral targeting solution is a good place to start. It's secure, simple and transparent.
Right now, millions of people are surfing their favorite websites, reading blogs, playing games, updating social networking profiles. 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.
Behavioral targeting allows you to spend your advertising budget more carefully, while improving results because your advertising campaign is more focused. ExactDrive's behavioral targeting solution connects you to some of the richest, most valuable audience data available. This data fuels audience forecasting and precisely selects ideal targets and potential customers. ExactDrive also analyzes creative content in real-time to make sure potential customers find the ads compelling. Check out our dynamic display ads section to learn more about our creative offering.
When people click through to your website, they do so with different goals and purposes in mind. The force that drives your visitor - whether it's the search for information, the desire to buy, or they simply clicked on your link by mistake, will determine how they behave on your website. Many of the landing pages and websites on the Internet provide the same experience for all the various different forms of visitor that may arrive there. This is why the web is crammed full of call-to-actions from companies trying to appeal to every visitor, but end up appealing to no-one. So how do you make your website or landing page more effective? Behavioral targeting could be the perfect solution.
Behavioral targeting involves customizing the adverts that you display according to individual behavior. These advertisements could be segmented according to visitors that approach your website at certain times, or the amount of time that they spend on your web pages - alongside various other things. Using numerous technologies and tools, companies can track the actions of internet users analyze them to develop a profile for behavior, which advertisers can use to create messages that target that user. Approximately 24% of digital marketers are using behavioral targeting today - but how do you ensure that you're optimizing the method effectively?
Before starting to explore methods of improving behavioral targeting strategies, it could be beneficial to see where they are frequently implemented. Advertising experts can create a varied range of interesting targeting campaigns to capture and interact with their target audience in a personalized and dynamic way, for instance:
Advertising certain offers according to the referral URLs or search keywords used
Customizing testimonials according to the country or location of the visitor
Dynamic insertion of keywords into the content of the landing page, or headline
Offering discounts or loyalty offers on ecommerce websites depending on whether the visitor is returning, or new
Promoting widgets according to the social media website the user clicked on a link from
Promoting particular offers and products depending on the day of the week, or time of the day
It's obvious that behavioral targeting possibilities are nearly endless - potentially offering an unbeatable range of methods to personalize your customer's buying experience. However, if you want to embrace the concept effectively, you'll need to start by properly segmenting your audience. The following tips could help.
For behavioral advertising to be effective, you'll need to start by creating a marketing database that is capable of capturing the actions, and interactions of users across various channels. This means tracking behavior through site visits, mobile visits, visitors arriving from email links, and banner ads. On top of that, you'll also need to think about all the different segments that exist within your audience pool - from location, to demographic, age range, and beyond.
Typically, the best way to segment your audience for behavioral targeting is according to the way that they act on your website, and when browsing the internet in general. Group the contacts that you have gathered in your data pool together according to key characteristics, then be sure that you deliver content to those segments based on the actions you have noticed.
For example, if you create a segment for audience members that have watched a video you provided within the last thirty days, but didn't subscribe to find out more information, you could provide a message that incentivizes them to sign up, or remind them of the key points of your video that they may have enjoyed.
On the other hand, if you do have people on your subscription list, you can use behavioral targeting to insert dynamic content into the emails that you send. For instance, you might include pictures of recommended accessories within an email to a customer who has recently made a purchase from your store - or links to extra information about an article they recently viewed.
Regardless of how well you may think that you know your business, the chances are that your first effort for behavioral targeting won't be optimal. Don't be afraid to test multiple options in terms of delivery channel, time frame, value, and type. The process for refining your marketing strategy should be one that continues to evolve and grow over time. The more you test different solutions, the more likely you are to find something that works perfectly for your market, and your business.
It may seem like a lot of hard work, and it's fair to say that behavioral targeting has prompted some controversy in the past - but the results are impossible to ignore. Research has shown that behavioral targeting is capable of more than doubling ad effectiveness - as customers are more likely to convert when the advertisements they see relate specifically to them.