Behavioral Targeting: Utilizing it for Ecommerce Growth (2024)
What is behavioral targeting?
Behavioral targeting is a marketing strategy that involves collecting and analyzing data about the online behavior of individual users, such as their browsing history, search queries, and purchase history, in order to deliver targeted advertising and personalized content.
Contextual advertising vs. behavioral targeting
Contextual advertising is based on the content of the web page, while behavioral targeting focuses on the behavior of the user. Contextual advertising serves ads based on the keywords and content of the page, while behavioral targeting serves ads based on the user’s interests and actions.
Types of behavioral targeting
Onsite behavioral targeting
Onsite behavioral targeting involves tracking and analyzing the behavior of users on your own website, such as pages visited, products viewed, and time spent on each page, in order to deliver personalized content and product recommendations.
Network behavioral targeting
Network behavioral targeting involves tracking and analyzing the behavior of users across a network of websites, in order to deliver targeted advertising based on their interests and actions across multiple sites.
Social behavioral targeting
Social behavioral targeting involves tracking and analyzing the behavior of users on social media platforms, such as their interactions, likes, and shares, in order to deliver personalized social media ads and content.
Retargeting
Retargeting involves serving ads to users who have previously visited your website or interacted with your brand, in order to re-engage them and encourage them to complete a purchase.
5 advantages of behavioral targeting
1. Increased ad relevance
Behavioral targeting allows you to deliver ads and content that are highly relevant to the interests and actions of individual users, increasing the likelihood of engagement and conversion.
2. Better user experience
By delivering personalized content and recommendations, behavioral targeting provides a better overall user experience, making it more likely for users to return to your site and make a purchase.
3. Higher conversion rates
Targeting users based on their behavior and interests can lead to higher conversion rates, as the ads and content are more likely to resonate with them and encourage them to take action.
4. Retargeting opportunities
Behavioral targeting allows you to retarget users who have previously shown interest in your products or brand, increasing the chances of converting them into customers.
5. Greater return on investment
By delivering targeted ads and content to users who are more likely to be interested in your products, behavioral targeting can lead to a greater return on investment for your marketing efforts.
How does behavioral targeting work?
1. Data collection
Behavioral targeting begins with the collection of data about the online behavior of individual users, such as their browsing history, search queries, and purchase history.
2. Segmentation and data analysis
The collected data is then segmented and analyzed to identify patterns and trends in user behavior, allowing for the creation of targeted advertising and content.
3. Serving ads to potential customers
Based on the segmented data, targeted ads and content are delivered to potential customers across various online platforms and channels.
4. Adhering to privacy regulations
It is important to ensure that behavioral targeting practices comply with privacy regulations and respect the privacy of individual users.
Behavioral targeting FAQ
What’s the difference between contextual targeting and behavioral targeting?
Contextual targeting is based on the content of the web page, while behavioral targeting focuses on the behavior of the user.
What is an example of behavioral targeting?
An example of behavioral targeting is delivering personalized product recommendations to a user based on their past purchase history and browsing behavior.
Is behavioral targeting legal?
Behavioral targeting must comply with privacy regulations and obtain user consent for tracking and targeting their behavior.
In conclusion, behavioral targeting is a powerful strategy for ecommerce growth, allowing for the delivery of highly relevant and personalized ads and content to potential customers. By understanding the types, advantages, and workings of behavioral targeting, ecommerce shops can leverage this strategy to increase engagement, conversion rates, and return on investment.