Behavioral targeting” may sound like a James Bond-ish tactic to silence an unknown yet threatening enemy, but the concept has nothing to do with the world of espionage or military intervention or even esoteric, backdoor political maneuvering. In an era in which the Internet has asserted its domination on everything from business to how we choose and view the news, you need an effective strategy to draw the attention of your existing and potential customers. And this is where behavioral targeting and website optimization come into play, helping you capture precious seconds, if not minutes, in your readers’ and clients’ time—especially when they browse your website.
Behavioral Targeting Explained
Behavioral targeting” means using specific techniques to analyze a user’s browsing history to design and display a specific set of ads that the user hopefully will need and relish. You see a lot of “specific” in the definition, and that’s necessary because groups that use behavioral targeting want to personalize the ad as much as possible in order to increase their conversion rates. These groups range from content providers to advertising networks and online publishers. An effective behavioral targeting approach typically records things like page s that a user visited, how long he or she stayed on a specific page, and the links he or she clicked on the page.
What Is Website Optimization?
As an entrepreneur, you would want to optimize your company’s website for three main reasons: providing relevant content to the site’s visitors, increase conversion rates and generate sales, and prevent the portal from falling into search engine oblivion—that is, not ranking high enough for potential clients to see it. Anything you can do to further these three goals would help optimize your website, including things like A/B testing, behavioral targeting, search engine optimization and multivariate testing.
When Do You Use Behavioral Targeting?
You would most likely need and use behavioral targeting if you operate an ecommerce site or online retail shop. You can use it for things like product reviews, customer recommendations or deal referrals. If you operate a personal blog, you also can find behavioral targeting helpful, especially when it comes to recommending articles or voting on the best piece.
Does Behavioral Targeting Improve Conversion Rates?
Definitely, behavioral targeting helps improve conversion rates over time. Remember the word “specific” we talked about earlier? If you give users what they want or need, you gradually are planting the seeds of higher conversions because you essentially are matching their demands with your supply. Think of it as something similar to what large retail stores and online chains do, especially when they implement things like product suggestions, targeted ads and article recommendations.
Onsite Behavioral Targeting vs. Network Behavioral Targeting
Behavioral targeting comes in various operational shapes and analytical forms, but two versions stand out: onsite behavioral targeting and network behavioral targeting.
Onsite behavioral targeting aims to enhance the satisfaction and overall experience of site visitors, and is used by ecommerce chains and online retailers like Amazon and eBay. The goal is to cull data from a user’s browsing habit and meticulously build up a profile that fits the user’s preferences—so that relevant ads can highly convert.
Network behavioral targeting takes a broader view, focusing on “user clusters”—that is, audience groups—and generating relevant ads based on users’ browsing habits. Ad servers use this type of targeting to analyze user preferences and generate promotional content in sync with those preferences.
Behavioral targeting is a pillar in website optimization and, therefore, plays a key role in improving your conversion rates in the long term. This targeting approach is not complicated, but if you feel everything SEO-related is not your forte, use online tools that will help you be more efficient with converting your online traffic to online sales. Overall, behavioral targeting ensures that your website’s users see relevant ads that strongly appeal to them, which, in turn, helps improve your conversion rates and corporate bottom line.
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 dot com 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.