As the web matures, so do it’s tools used by businesses to market produces through behavioral targeting. You’ve probably become accustomed to these tools in recent years, yet never really noticed how they become so popular. If you’ve done several searches for a particular product recently, you’ll probably notice ads tailored around those interests popping up later in your search results.
More often than not, this is the result of the site knowing you too well rather than you personalizing a profile and tweaking your interests with settings. This is a normal part of the web these days, and what you can come to expect from behavioral targeting.
The Definition of Behavioral Targeting
Behavioral targeting is defined as a set of techniques and methods that are used to improve conversions by using data that has been gathered from the browsing history and preferences of the site visitors. Its garnered success from the likes of advertisers, retailers, and online publishers due to the fact that it is highly effective at drumming up sales, page views, and user participation.
How is Behavioral Targeting Used?
Behavioral targeting is easily carried out using tools, software, and plugins that are readily available online. Cookies are placed on the site, which then populates with information that is generated as you view the site. The cookies are then examined and the information contained in them about your surfing behavior or search queries are then used to create a user profile for you.
Upon visiting the site a second time, the profile will be pulled up and content that matches your interests will be displayed on the page.
Personalization in Behavioral Targeting
Why is behavioral targeting effective? For starters, it provides visitors with an enhanced user experience tailored to their unique interests. No more ads that aren’t resonating with them, much less taking up precious screen real estate. Products that are directly related to the other goods that are already in their cart will be displayed for shopping convenience convenience, so they would no longer have to search for those items in the retailer’s site.
Not only is this tool a time-saver, it also affords the user a much higher degree of personalization from the sites they visit.
Uses of Behavioral Targeting
Aside from the examples that have already been given, other uses for behavioral targeting include the following:
Related articles are often displayed at the end of an article, encouraging the visitor to explore the site and clock in more time. This goes along way in encouraging repeat visits, as visitors enjoy knowing the site is relevant to them. In turn, the blog builds a strong readership and user base. They are also more likely to recommend certain articles to their contacts on social networks, which will increase the audience of the blog further.
Ad servers generally make money when an ad is clicked on. There’s no benefit of serving clothing for females to a male audience. This is why it’s so important for ad servers to use behavioral targeting so that the ads they serve will be relevant to the user that the ads are being displayed to. This ensures they receive more clicks and the visitors is guaranteed products or goods that fit their realm of interest.
Behavioral targeting is an extremely powerful tool to cater to your demographic.. Niche based websites normally already have this covered based on the content that resolves around it, but what if your website wasn’t niche-based? This is why behavioral targeting is super powerful because it can show you the demographic of all your visitors so you can better cater to them. Imagine how much you can profit from a website when you know that 80% of your visitors are gamers, now imagine the age range is mostly age of 25+ that are willing to spend money on something they’re passion about, and finally, think of the affiliate programs related to gaming you can sign up for to put your website.
I hope this article has helped you realize the potential to these website conversion tools, if you have any questions or anything you would like to add related to this topic, let us know in the comments.
This is a guest article from Ruben Corbo, which writes for several different topics including music,internet marketing, and digital art technology. For more information on behavioral targeting you can go to Maxymiser and read their guide which provides a lot more in depth explanation on behavioral targeting as well as other web analytics aspects for your business.