Behavioral Targeting
Behavioral Targeting is a digital marketing technique that uses user behavior data—such as browsing activity, past purchases, and search history—to deliver personalized ads. By analyzing users’ actions and preferences, behavioral targeting allows marketers to deliver more relevant ads, increasing the likelihood of engagement and conversions. This approach contrasts with traditional targeting methods, such as demographic or contextual targeting, by focusing on specific actions rather than static data.
Key Aspects
- Behavioral Targets: Specific actions or behaviors that indicate user intent, such as recent searches, frequently viewed products, or abandoned carts. For example, a user who frequently views fitness products may be added to a “Health and Wellness Enthusiasts” audience segment and shown ads for workout gear.
- Behavioral Targeting vs. Contextual Targeting: While behavioral targeting focuses on a user’s past actions, contextual targeting matches ads to the content a user is currently viewing. Behavioral targeting is typically more personalized and intent-driven, while contextual targeting aligns ads with specific content themes (e.g., displaying pet food ads on pet care articles).
- Behavioral Targeting vs. Demographic Targeting: Demographic targeting uses age, gender, location, and other static data to segment audiences. In contrast, behavioral targeting focuses on dynamic actions, making it ideal for ads that aim to resonate with specific interests or buying intent.
Benefits
- Higher Conversions: By targeting users who have demonstrated interest, behavioral targeting drives conversions more effectively than broad or demographic targeting.
- Increased CTR: Behaviorally relevant ads are more likely to attract clicks, leading to higher CTRs and better campaign performance.
- Improved User Experience: Behavioral targeting creates a more personalized experience, fostering user engagement and loyalty.
Example of a Behavioral Targeting Strategy
A clothing retailer may create a behavioral targeting strategy based on user interactions. For example, users who recently viewed winter jackets but did not purchase might later see ads offering a discount on winter wear. This strategy, known as retargeting, is a popular behavioral targeting technique that brings back potential customers with tailored offers.
Best Practices
- Define Clear Behavioral Segments: Segment users based on meaningful actions, such as frequent site visits, specific product views, or completed purchase cycles.
- Balance Frequency: Avoid ad fatigue by setting frequency caps to prevent overexposure of ads to the same users.
- Leverage Retargeting: For users who didn’t convert, create tailored retargeting ads that remind them of their interest, such as discounts or reminders of items left in their cart.
- Test and Optimize: Use A/B testing within behavioral segments to identify effective messaging and ad formats, refining your approach based on performance data.
Popular Tools
- Google Ads: Offers retargeting lists and custom audience targeting based on users’ behavior on websites and apps.
- Facebook Ads: Uses behavioral data to create custom audiences, lookalike audiences, and retargeting ads across Facebook and Instagram.
- Criteo: Known for its dynamic retargeting capabilities, using behavioral data to create personalized ad experiences across platforms.
- AdRoll: Specializes in cross-channel behavioral retargeting, displaying ads across web, social, and email channels based on user behavior.
- BlueKai by Oracle: Aggregates behavioral data to support targeted ad delivery and advanced segmentation for personalized ads.
FAQ
- What are behavioral targets in digital marketing? Behavioral targets are specific actions or patterns, like repeated product views or search queries, used to segment audiences and serve ads based on user interest or intent.
- What is an example of a behavioral targeting strategy? An example is retargeting users who visited a product page but did not complete a purchase. Ads are shown to remind them of the product or offer a discount to encourage purchase.
- What is the difference between behavioral targeting and contextual targeting? Behavioral targeting focuses on a user’s past actions, like browsing and purchase history, while contextual targeting places ads based on the content of the page a user is currently viewing.
- How does behavioral targeting differ from demographic targeting? Unlike demographic targeting, which segments users by age, gender, or location, behavioral targeting focuses on recent actions and browsing patterns, making it more dynamic and intent-based.
- How can behavioral targeting improve CTR and conversions? By targeting users with ads relevant to their interests and recent actions, behavioral targeting increases ad relevance, resulting in higher click-through and conversion rates.
