Complete Guide To Behavioral Targeting
93% of businesses experience growth with their personalized strategies and behavioral targeting is one of those strategies.
This statistic highlights how valuable behavioral targeting is in marketing and in business. It shows that there is more important information than generic market strategies built around just age and gender.
There’s so much science and success behind behavioral advertising. It’s because it focuses on the customer, why they purchase and businesses can retarget these customers.
Behavioral targeting or advertising looks at the science behind a customer’s decision. It looks at a person’s bias and what drives someone to make a particular decision at a certain time. There are a number of variables an advertiser can look at to help him figure out what makes a consumer purchase something from a business.
Maybe you’ve never heard of behavioral targeting. Maybe you have and think it’s unimportant. You might like the marketing campaigns you currently have that offer something simple and generic.
While behavioral targeting may sound complicated and messy, it is in fact quite simple. It can offer amazing benefits for your business. It can make your business more personalized by being more directed at specific customers.
That’s why it’s important to take a look at some marketing examples that look at using customer behavior to advertise. It’s important to see some effective advertisements. and how it can increase customer engagement.
In the end, you’ll find that this kind of advertising can increase your sales. You are catering to your ideal customer’s behavior, not just how any customer acts. More importantly, your business will thrive with more personalized offers.
You are being more personal to your customers, which is treating a customer like a person rather than someone you want to buy something.
Here’s what you need to know about behavioral advertising that can help enhance your business. It can help you develop a life-long relationship with your customers.
The Basics of Behavioral Targeting
It’s best to see how behavioral targeting works in a specific form of advertising.
Take for example display ads. They work by displaying a form of social media advertisement and having the user click on that ad. The user ends up on a landing page or sales page and attempts to get them to purchase something from that page.
Advertising around behavior also works well with display ads. You can retarget users based on if they already clicked an ad or have already visited your page.
A business can retarget a customer that has already visited a page and anticipates that they are more likely to click on that page again.
Display ads are an excellent example of behavioral advertising. They offer insight into your customer and their behavior. They understand their specific problems and what they are likely to do.
For example, businesses can use display ads like Facebook and Instagram ads to get insight on how often a user clicks and visits a website. Further insight shows how long the user was on the website. It also shows if they abandoned their cart. And if they visited other parts of the website and made previous purchases.
You’ll find that businesses will retarget users who visited their site and then left. It retargets them based on their behavior, assuming that they had an interest in the site and will come back to make a purchase.
You can see more about the techniques used in behavioral targeting. You can also find the four simple steps to make this kind of advertising work for your business. It offers further insight into behavioral advertising.
How to Apply Behavioral Advertising in Your Campaigns
Personalized content is an effective strategy to reach a specific audience based on their interests. The benefits of personalized content are that you are creating a lifelong customer and producing great results.
Before you reap the benefits, you’ll need to know how to create personalized content based that caters to specific audiences.
It’s important to also know that nearly 75% of customers are frustrated when they receive marketing promos that have nothing to do with them. It can’t solve their fears or problems. The promo or content is completely irrelevant to them.
Personalized content solves this issue by looking at the data of each personalized shopper. It caters to their needs and the solutions they are looking for.
Personalized content is looking at customer variables and creating content around that.
Location targeting is an effective way to build content around a user’s interest. The content can be about what’s relevant to the user in regards to shopping, healthcare, or some other form of business.
Some of these businesses take advantage of someone’s location by showing the current price in that area rather than a generic price.
Another form of personalized content is ad targeting. You can see a form of ad targeting with Amazon. They track your behavior with cookies from other sites to send you information that is similar to get you to purchase.
Quite simply, your shopping needs are found on Amazon based on your interest, which makes it easier to find what you are looking for.
Email campaigns are another example of how businesses can build a relationship with their customers.
As a business, you can send out automated and at the same time, very welcoming email campaigns. You can also send out a nurturing sequence, an abandoned cart sequence, or a broadcast email. And it doesn’t have to be automated to reach 1000s of people.
It may be easier to send the same email to 1000s of people, but it’s also a lot less effective because it’s less personal.
Creating email stories in your campaigns around your audience. Figure out what your audience likes and dislikes It requires understanding their problems and how you can help them solve a problem.
For instance, abandoned carts are an example of how a business can retarget audiences based on their behavior. A business can send emails to a customer regarding a product they left in the shopping cart. With an abandoned cart, that business has an idea of what kind of shopper that customer is.
Overall, segmenting your audience is about breaking up your email list into sections. Good emails talk about a person’s problems. It empathizes with them. It understands their frustrations.
The point is there are ways to create effective email campaigns based around your audience and their behavior.
Facebook & Instagram Ads
As already discussed, display ads are an effective way to apply behavioral advertising. You can retarget to a specific audience.
To dive a bit deeper into Facebook and Instagram Ads show how effective behavioral ads areally are. This kind of social media advertising allows businesses to target audiences based on interest.
It’s a kind of advertising that’s built around behavior. It’s built around the customer.
The business, however, is required to understand the customer before they create Facebook and Instagram ad. This is why it’s important to test different offers for your custom audience.
Having various Facebook and Instagram offers can help you identify your core audience. It can give you the analytics behind it and what they like about your offer. You can eventually create an ideal offer based on what people like about your advertisement.
When retailers are more personalized messaging, they can increase their ROI. Real-time personalization has actually given retailers a 67% ROI.
You can find more about behavioral targeting in eight highly effective advertising strategies.
You can also see examples of some of the most successful businesses and how they using behavioral advertising to drive in more profit with personalized offers.
How Other Businesses Are Thriving with Personalized Offers
Some of the most successful modern businesses are thriving with personalized offers. And they are based on behavioral approaches. Taking a look some of these businesses can provide further insight. You can ultimately create effective marketing campaigns.
This streaming service looks at customer behavior. They look at buying patterns and feedback to optimize their service. They ultimately cater to someone’s personal taste.
They also take advantage of their predictive algorithms. Their massive database helps personalize their selection to specific audiences.
This is also why Netflix comes out with new selections of movies and shows each month. Some of it’s original because it’s personalized to a specific audience.
Twitter and Facebook
These social media platforms create a personalized advertisements for a specific audience.
For instance, Twitter and Facebook have personalized advertisements pop up on a user’s post. These advertisements only pop after that user has visited a website that is of similar interest to the ad.
On Twitter, advertisers can use 25 interest categories and 350 subtopics. It helps people create a specific marketing campaign.
This store gathers information from each user to send specific advertisements. It’s based on the users’ behavior and what they might like from the store.
For example, Target looks at ethnicities and job history. They see if a user is pregnant and their political viewpoints. These and other predictive and behavioral analytics create the most personalized offers.
This leads to personalized products and emails that get users to buy based on their interests.
This international travel site creates personalized ads for users. They create them based on their interest and their behavioral history. It looks at past history and targets people who are most likely to convert. By segmenting different audiences, Zuji has increased their sales tremendously.
Create a Personalized Offer
You can figure out what methods to use that might be beneficial to creating a personalized offer. Your offer should always be based on the customer. You have to think about how they think.
But you shouldn’t do the all-in approach. That means not pursuing every variable to create the perfect offer.
Instead, you should choose variables that give you the most conversions.
What drives in the most traffic? What are they clicking on? Is it located based?
Create a series of questions that help you identify your ideal customer and the variables that give you an idea of their behavior. Then test your core offer with that audience.
It’s important to keep in mind that when you do behavioral advertising that you look at specific variables. Look at how you are defining your core audience. It may mean testing variations of your audience.
Test your audience and test your offer. These are critical to understanding the behavior behind users and how it can help your business generate a profit.
If you’re trying to figure out what behavioral targeting keywords can help rank your site higher, take a look at our recent blog post on organic SEO.
Why Personalized Advertising Can Help Your Business
Behavioral targeting is the future of advertising because it’s about the customer and being personal.
With more e-commerce businesses launching, more personalized offers are more important than ever. Businesses aren’t selling to a robot, they are selling to a person. It’s why adding a personal touch to your business is incredibly important.
If you want to sell more, you have to understand who your customer is and their behavior. You have to understand what attracted them to a product as much as what drives them away. This requires understanding their behavior and what actions they perform.
You’ve seen how behavioral advertising works in other businesses. You’ve seen how it has helped some of the most successful businesses thrive with more personalized offers. Now it’s up to you to take the next step in advertising.
This is the future of advertising. The future is about understanding a customer 1 on 1, not 1 in 1000. By being more specific and personalized, you’ll have more success in your business and be more profitable.
You can see more of our services on our website and how we help businesses. We can help you take the next step in your business.