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Make The Most Of Your Behavioral Targeting Campaign

Imagine the value of knowing exactly which people on the Internet may be interested in your product, and exactly when they could be willing to consider buying it. Ultimately, this is the idea behind behavioral targeting. Through the use of a highly sophisticated set of analytics and software tools, marketers can tailor their advertising schemes based on the behavior of online consumers, from the searches they conduct online, to the websites they view, the products they research, and even how close they may come to making a final purchase.

By generating an ad based on the interest a customer demonstrates, behavioral targeting provides more promising, and often stronger sales leads that allow marketers to serve more relevant ad copy anywhere within a wide network of websites. As tactics go for media marketing, behavioral targeting is often regarded to be relatively straightforward. After all, most people assume that all you need to do is create a segment according to a specific behavioral profile and target that segment. Unfortunately, the truth is that it may not be that simple. There are also a number of other factors that you may need to consider if you want to make the most out of your behavioral targeting campaign.

1. Start with Budget Allocation

Despite the potential value that behavioral targeting has to offer, only 24% of digital marketers bother to use this technique as part of their strategy. Perhaps one of the concepts that is keeping the number low may be that marketers do not know how to properly allocate their budget in this aspect of digital advertising. Although it's important to recognize that behavioral marketing techniques can prove to be highly effective in some circumstances, it's crucial to ensure that you never place all of your eggs in one basket when it comes to making your brand presence known online.

Even if you want to establish behavioral targeting as a major component in your branding and marketing strategy, you shouldn't use any more than 22% of your marketing budget facilitating this. Remember that the purpose of behavioral marketing is to make your current efforts more effective than they are, and if your current concepts aren't effective, then behavioral targeting is unlikely to help.

2. Know How to Segment Your Audience

One of the most important things to consider in behavioral targeting, is audience segmentation. The wealth of data that is available through behavioral targeting and other marketing methods means that you should be able to target specific sectors of the audience easily, and there are a number of different segmentation methods that you can use if you're unsure. For example, the first thing you may look at may be the type of customer - in other words, is the visitor you are addressing coming from another business, or are they a standard consumer? As you should already know, your B2B marketing approach will need to be different from your B2C advertising if you want to attract the best results.

The more you can segment your audience, the more personalized and relevant you can make the ad copy that you serve up to any potential visitor. For instance, the chances are that you're much more likely to grab the attention of a customer with an advert that addresses their specific needs, demographics, and geographical location, than simply one that claims to know their lifestyle. By using everything from location tracking, to vital statistics such as the age and education of your customer base, you can construct the most effective advertisement for each person who visits your site.

3. Have A Way to Measure Success

Once your budget allocations and segmentation are out of the way, the next step to successful behavioral targeting is understanding how to measure and analyze your results. For example, will you be measuring your degree of success based solely on the amount of people who click on your posts, or the amount of people who convert? Will you be looking into metrics to see how your behavioral targeting efforts have had an impact on brand favorability and customer loyalty?

At the beginning of your campaign, make sure that you have clear list of objectives laid out in front of you for what you would most like to achieve. Whether those goals are brand and communication centric, or dedicated to responses like clicks and sales - the only way to know if you're making progress is to know what you should be measuring. Once you have goals in place, you'll be able to check the various metrics associated with those goals on a regular basis to determine whether your behavioral strategies are having the right impact, or just falling short of the mark.


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