Behind The Scenes Of Online Behavioral Advertising & Why Is It ImportantHexRowAdminLogin
Behavioral advertising is now widely popular in the marketing world. Why? Because it is multiple times effective than normal ads.
First, let us understand what this complex term means actually.
When a company shows you customized, targeted ads after tracking your online behavior, we call it “Behavioral Advertising”. Surprisingly, it converts 4% more users than none targeted ads!
So, if you’re not into behavioral advertising till now, you are behind many of your niche competitors. It is high time to know deeply about it. So that you can apply this strategy and boost your conversions.
In this article, we are going to know much more about this trending topic. Stay tuned to learn this efficient technology.
What behaviors are tracked in Behavioural Advertising?
- Which pages of the site you visited?
- Total time spent on site
- On which links you clicked?
- How much time passed since your last visit?
- Your overall interaction with the site.
The website collects data from almost every user. Then the similar behaviours are grouped under a unique user persona. We call it Customer Segmentation. From the behaviour, the company can figure out which ads are suitable for individual visitors. And then every user group sees the same type of targeted ads.
Let us see how Behavioural Advertising works actually.
There are broadly two steps-
- Tracking- Collecting and processing data of each visitor.
- Targeting – Using the collected data to deliver personalised ads.
What are the tracking tools being used?
The advertising networks are presently using many tools to track the user data. Their job is to regularly track your online behaviour.
When you open a website, you are allotted an unique user ID. It is stored in the cookie, then send to the ad company through a tracking pixel. Some sites attach the user agent strings with HTTP request for better recognition. It is able to store 4 kb information.
These cookies don’t turnoff when the user shuts down a site or a browser. And keeps collecting minute data on user behaviour up to 100 kb.
There are software who perform this task in case you delete a cookie. Once you detach that cookie from your IP address, the server links a new cookie. New cookie has a different number. Still, the software recognises the data is coming from you.
It is a part of the browser cache system. To make browsing faster, browsers save the websites you have visited. So that if you want to reopen a site, you see the saved version. ETags are present in the browser cache and capture your history.
Like flash cookies, it remains even after the user closes the browser. But it’s storage capacity is awesome up to 5 MB.
It has features of all the above cookies. Suppose the user switches off the flash cookie, other cookies present can easily activate it.
How marketers segment visitors?
70% of marketers use the mobile location of visitors to show them personalised offers.
Here they segment users according to their city, locality, state and country. Then exclusive offers combined with urgency is dropped into customers display.
Another metrics used extensively is browsing history. For example, you searched for a certain product on Google. The next time you visit another site, you will see ads related to that product.
How companies show targeted ads?
A site will show you the content which you were searching last time. You will often bump into ads of the sites you last visited on Facebook, Instagram and other blog sites.
Amazon even sends emails to the customers based on the items they searched last time.
The tools used for showing targeted ads
Do you run an e-commerce site? Then this tool is perfect to show personalised product recommendations. Among it’s famous clients are Walmart, Best Buy, Sears, Target and many more. Till now it has accomplished conversions worth $10 billion.
If you have opened your online store on Magento, this extension will work for you. It has a feature called Related Products Manager. The tool automatically collects visitors data and uses it to recommend cross sells, down sells and upsells.
This tool amazingly performs real time tracking and targeting. You can use it to customise your website. After that it will analyse minute data like keywords searched, clicking behaviour of the visitors.
Every random visitor will be welcomed on your site with their name written above. The viewers will get personalised product lists, discounts, upsells and cross-sells.
CNET ( Intelligent Cross sells)
This tool has a huge database of 5 billions electronic gadgets. It is ideal for e-commerce dealing with electronics. Because using it you can show your viewers targeted cross sells. The users can also get a comparison chart for more convenience.
IBM (Core Metrics Intelligence)
This tool will serve product suggestions by tracking the browsing history of user. It also adapts to your business policies. The best part is that it works smoothly in all types of devices, be it a mobile, desktop or iPad.
While opening a Facebook account, we usually enter a lot of personal data. Like our location, age, marital status, job, education etc. We like different pages, posts and also talk about our interests.
This makes Facebook the best platform to collect data and start targeted advertising. Many brands are already reaping millions by targeting through Facebook metrics.
Look by yourself. A large space of your Facebook and Instagram feed is covered up by personalised ads.
Google also provides its code snippet to put on the website and connect with google analytics also, we can target people visited the site, spend some time on the site or people who are in the market or people who have shown affinity towards the product or service on there various networks like youtube, google search, websites etc.
Finally, it can be concluded that targeted ads are a lot more effective than non-targeted ones. Because you show the customers exactly what they were looking for. You end their hard efforts of searching a product. You show them the best product they can get making them happy.
So, automatically the leads are easy to convert. The sales and profit of your business are multiplied.
Then what are you waiting for? Now you have the in-depth knowledge of tools and terms of behavioral advertising. It’s time to implement this technique into your site and get maximum returns!