How To Use Behavioral Targeting In SEO
Mass marketing techniques that were used in the twentieth century, like many other techniques from that era, are pretty much out of date. Reaching potential customers using television and newspaper ads still works, but it’s not the most efficient way to advertise.
Traditional methods of advertising target a large group of people. Generally, that means large sections of the audience that see an ad won’t be interested in it at all. As a result of that “blanket” type of advertising, companies spend a (relatively) large amount of money to reach a small segment of the population.
One way that advertisers have found to improve the success rates of their advertisements is through contextual targeting. Contextual targeting is basi- cally the practice of placing ads in a specific medium based on the elements surrounding the ad.
Here’s an example: Open up any women’s magazine (or men’s, or even chil- dren’s) and look at the advertisements. Maybe one of the articles in the maga- zine is about weight loss. Along with the text in the pages of the article and at the end, you might find advertisements for online dieting services, diet pills, or even gym memberships.
These advertisements are placed in context based on the content of articles with the assumption that someone reading an article on weight loss might be interested in dieting services, diet pills, or gym memberships. This is contex- tual advertising-the act of placing ads in the context of the content that will surround those ads.
Contextual advertising is a big step toward reaching specific groups of people, but it’s not nearly enough. With today’s technology, a much more targeted advertising method should be possible, one that works within the confines of the medium that potential customers are using. In many cases, that medium ends up being the Internet. And of all the places where advertisers can reach highly qualified potential customers, the Internet is the best, as long as the targeting methods are appropriate for the audience.
IN THIS CHAPTER
What is behavioral targeting?
Taking advantage of behavioral targeting
Additional behavioral
targeting tips
