Unlike popular website optimization tactics like Search Engine Optimization, an online marketing technique called Behavioral Targeting is rarely mentioned but commonly employed by marketers who want to get the most out of their advertising dollars. For websites that deal with big money, behavioral targeting has amassed a popular following from the business world that understands its benefits.
But what exactly is it and what results can you expect?
Behavioral targeting is a means of creating more efficient marketing strategies that is usually employed by web admins and publishers. It’s conducted through use of specific apps and programs that monitor the activity of the site. It also allows visitors to pick and choose their site subscriptions preferences to their liking.
Let’s take a closer look at what it can achieve for your business.
The Lowdown on Behavioral Targeting
Behavioral targeting is conducted through creating a specific profiling pattern on each customized visitor’s page, allowing them the choice to browse topics that are of interest to them. They are also able to receive recommendations about topics, products, or services that would appeal to their tastes.
Gmail is a free source email service and a good example of this practice in action. It regularly recommends sites and products the user has previously searched on Google. This level of customization to a person’s interests increases the likelihood of that person clicking on the ad. Behavioral targeting works by creating a profile of what you mostly search for, and offering suggestions for products similar to or within the range of those queries.
Facebook makes use of behavioral targeting by producing ‘Suggested Posts’ based on your unique browsing activity and interests. Businesses, organizations, and individuals can pay to sponsor a post so there’s a better chance you’ll notice it.
The Benefits of Behavioral Targeting for Publishers
This technique is widespread across the web and the use of it on familiar sites like Google and social networks is a testament to its popularity. Many sites use it to link in the most relevant things for the user, thereby increasing the chances of ads or services being viewed upon by those online.
Behavioral targeting is best used on sites with high amounts of traffic and activity, as these sites offer the best content and services available. The range of advertising is also increased yet centered on areas that a specific user or client may seem to show a specific interest in, thereby increasing the chance of views which is by far a better alternative to just random ads.
Online Retailing and How it can Benefit from Behavioral Targeting
If a customer wants to buy chocolate they won’t opt for chips. This same principle applies to behavioral targeting – it gives the range of products and services to people who might show some interest in such things. The advantages of behavioral targeting for online retailers is abundant – focusing on a specific demographic means those ads will be custom tailored to fit their needs and interests via recommendations and site suggestions. The end result is an increase in sales as well as loyal customers.
Target.com employs behavioral targeting on its site – catering to the visitor’s needs by showcasing relevant products based on their previous browsing history. A good tv is an investment and requires some consideration. Social influence is a big factor in making large purchases, and by showing what others guests viewed based on your same search query, there’s a chance of influence.
To take this one step further, Target could also feature a targeted banner on the homepage featuring the top-selling flatscreen TVs. The customer might come back that second time to make a purchase, and seeing that call to action would be a great way to boost revenue.
We love websites like Target and it would be interesting to see how they test and optimize their site further to target focused shoppers and find out how it affects conversion.
How Behavioral Targeting Benefits Users
Nobody likes to receive advertisements that aren’t relevant to them – especially in this over-saturated web where everything commands our attention. The benefit of behavioral targeting is it only suggests products or services to the customers based on their unique needs.
Behavioral advertising only serves up ads that are related to the users specific field of interest – for instance a golfer will only view ads related to their field of interest. Behavioral targeting takes the pressure away from marketers, publishers, and potential clients, while providing an easy means to increasing the chances of overall profit for two parties, and satisfaction for the latter third.
What do you think of behavioral testing? Have you had any experience or luck of your own with this tactic? We want to know!