Behavioural Targeting is a technique or method used by online publishers and advertiser to collect the browsing history of visitor and then increase the effectiveness of their campaign using this information.
When a consumer visits a website, the page he views, the time he spent on website, the link on which he clicks, the product he purchases or the search he makes, allow sites to collect the data and all other factors, create a profile that links to the web browser of visitor.
All this information tells about the behaviour and interest of user to the publisher and advertiser. Next time when that browse will open, the advertising will be appearing relevant to the user action.
Different visitors visit a website from different behaviour. The traffic which your blog gets from different sources has the different intentions.
Some are on your site to search a job. Some are on your site to read an article. Some search your site for find the careers in your organizations. Some visits your site simply for research. Some land on your site to see the layout and appealing design.
Every visitor has different behaviour to visit your site. Even some may be wrongly landed on your site and have no interest in your blog. That’s why all websites on the internet are designed with call to action buttons. These calls to action buttons determine the behaviour of visitor and publisher and advertiser give the ads on that browser according to the interest and behaviour of visitor.
Call to action button is also designed specifically to determine the behaviour of visitor. That’s why websites are stuffed with multiple calls to action buttons like share, like, comments, buy now, sign up for newsletter, free trials and like us on Facebook, twitter and LinkedIn etc.
If the website is simply about the content, then like and share button action button is specified to determine the user behaviour. If there is affiliate marketing site, then buy now and sign up for newsletters action button are particularly for verify the action of visitor.
After collecting all information using the call to action button the ads are placed on the site in which user is already interested. Let’s explain the concept of behavioural advertising with help of some examples.
Suppose Michal visits the automotive website or automotive section of the general news, he will start to see the ads of cars. As the visitor visited the automotive site, so it is giving a sign that Michal is interested in cars and other vehicles. That’s why ca ads will start to appear on his web page.
Behavioural targeting is also depends upon the nature of site visited. It can be also done from site to site. Here following some examples are given to elaborate the concept of behavioural targeting.
- On a hotel website, the ads will appear about the famous restaurants of the city.
- On a banking site, the ad will appear about the banking types of the city.
- On a corporate website, the ads will appear about the jobs or careers.
- On an ecommerce website, the ads will appear about the discount offers on a particular product of a brand.
Here it is necessary to understand that behaviour of a visitor is in direct correlation with the search of website. For example if a visitor lands on a hotel website, it means he is interested in restaurants. If user opens a corporate site, it means he is searching is job.
Now after all the above discussion you can easily understand the concept of behavioural targeting from this definition.
“Behavioural targeting is a method used by marketer and publisher to determine the interest and behaviour of visitor and then to increase the effectiveness of their advertising campaign as per interest of visitor.
For example if visitor visits the automotive site, the ads about the cars and automotive will start to see on his web page, because he is interested in the automotive.
To determine the interest and behaviour of visitor, all websites on internet are scrammed with call to action button like buy now, sign up for newsletters, like us on Facebook and Twitter, become our member, join our business group etc.”