Behavioral and retargeting campaigns allow us to target and retarget users according to their online activity via cookie-ing.Cookie-ing users’ computers as they browse online allows us to track their actions, shopping history, personal preferences, and search habits (for example, navigating through certain pages of our client’s website, revisiting their website or partner websites where our client’s contextual ads are appearing regularly, click-throughs to ads which are related to the content being searched).
1. Behavioral ads are served to users whose online activity is matched to the context in which we want our client’s ads to appear.
2. Retargeting ads are served to users who have already shown interest in our client’s website by either visiting the site on their own, or clicking through from an ad.
3. This allows us to narrow down the impressions to the most relevant and targeted audience, increase the effectiveness of the campaigns and maximize the budget by lowering the overall cost per click (CPC).
One of the advantages of behavioral targeting is that it enables us to consider multiple user behaviors when developing advertising campaigns. Using behavioral targeting, we are able to effectively modify a site’s content based on how user behaviors evolve over time. Behavioral targeting can help move a consumer through the four key stages of the purchase decision cycle:
- Brand Awareness
- Message Association
- Brand Favorability
- Purchase Intent
To this end, we do not only rely on traditional "call to action" advertising but rather, match the user’s own decision-making pace by drawing the customer closer with a sequence of ad creatives that prompt successive mental commitments. At the core of behavioral targeting is a learning-based investigation of consumer behaviors. It helps us understand the user’s online activity patterns over time, mapping out an individual’s activities based not only on a single action but also on an annual or even lifetime basis. The information at the ISP level is used to target the intended audience, providing a superior user experience for the individual.
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