What Is Behavioural Targeting, and Why Is It Important?

Want to know a bit more about how your Google Ads campaigns work? Behavioural targeting is an important part of any search marketing strategy. In addition, which helps focus the aim of Ads campaigns within. Google’s key ad markets: Search, Display, YouTube, and Gmail.


Each of these four markets is massive in their own right, and behavioural targeting is how we navigate these markets in order to deliver the best possible results. To find out more about how it works, and just why it’s so vital to the success of Google Ads campaigns, read on.

How does behavioural targeting work?

Behavioural targeting can also help companies track potential customers across the web to other websites. Say someone has put a product from your website in their cart and then closes the window or tab before checking out. You could use behavioural targeting to display ads of the item they didn’t buy from you across other websites that they visit, reminding them to come back and complete the purchase.

The above is just one example of who you might want to target. Behavioural targeting works best when it can be used to sort users into groups based on a whole range of factors, and then display ads based on these groups. These are called ‘audiences.’

What are some examples of audiences?

Below are a few types of audiences our SEM team here at Pure SEO uses most often. This list is just a small slice of what’s possible, but it will give you some idea of how precise behavioural targeting can be:

  • Affinity Audiences. These audiences can be used to reach potential customers based on a holistic picture of their lifestyles, passions, and habits. This means you could target broad groups like ‘sports fans’ or something more niche, like fans of a particular team.
  • In-Market. Designed for advertisers focused on getting conversions from likely buyers. In-Market audiences are better equipped to reach consumers who are already close to completing a purchase, or actively researching a big purchase online.

Why is behavioural targeting important?

Before behavioural targeting was common, digital advertising was based entirely on context. If you sold cars, for instance, you’d probably only want to place your online ads on websites Nepal Phone Number related to cars, like motorsports blogs. This approach still exists, and can work very well, but behavioural targeting allows ads to be placed in more effective locations, with less effort. Without behavioural targeting, you’re simply not making the most of the full capabilities of the internet itself.

How to target the right customers

As effective as it can be, however, behavioural targeting does require some forethought. Because user data is so helpful, and so readily available, many businesses try to use it to cover all their bases, so to speak, and target every element of their ideal customer base at once.  best database provider

In practice, this never works as well as one might think it would. Instead, it’s always better to start small and scale up. This means finding out. Who in your target market are your core customers. Those who stand to gain the most from you—and targeting just them first.

This gets the best results because it will quickly gain you repeat customers. To start with this approach, you need to think critically about your audience. In addition, and try to put yourself in their shoes. To help you do this, ask yourself what their primary goal is, and what’s keeping them from achieving it. From there, you can continue to build an understanding of your core market.

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