Behavioral Targeting: What Is It and How Can You Use It?

Behavioral targeting zeroes in on visitors who’ve already taken an action on your ad and are more likely to convert. Learn how to use it to boost conversions.
Behavioral targeting: woman looking at photos

Reaching your potential customers can be a challenge. 

You need to have a message that strikes a chord with them as well as know when to share it with them.

But how can you make sure your personalized ads are hitting? 

Deploying behavioral targeting in your audio ad campaigns is an effective way to reach your customers. 

Behavioral targeting can use your prospects’ personal data such as site visits, browsing behavior, and other metrics to your advantage by serving them ads that are relevant and effective in driving more sales.

In this post, we’ll dive deep into the different aspects of behavioral targeting and how you can use it to make your targeting and remarketing campaigns more valuable.

What Is Behavioral Targeting?

People looking at their devices

Behavioral targeting helps your ad campaigns appeal to a set of consumers based on a specific action they took.

One of the ways you can effectively reach your consumers is by launching advertising campaigns for specific audience segments with custom messaging. Sometimes, you might target consumers based on demographics. Other times, you might target using first-party data like form responses or user interests. 

Behavioral targeting is another type of data criteria you can use to make your online advertising and digital advertising marketing campaigns more precise. 

Behavioral targeting can be further broken down into two subcategories: first-party behavioral targeting and third-party behavioral targeting.

First-party behavioral targeting includes what people do inside your site or app like going to a specific landing page, signing up for an email list, or adding an item to their cart they didn’t purchase.

Third-party behavioral targeting refers to data sets of user actions observed by other parties. They typically sell these data to advertisers. Some examples could be a grocery store rewards card selling to an audience of people that purchased beauty products, Google allowing you to utilize an audience of people that searched for a specific search query, or Linkedin allowing you to target people based on their listed job titles.

Imagine if you know that a segment of your audience always visits a specific product landing page or shops at a certain time. You can use this behavioral data to your advantage in your digital marketing efforts by serving them relevant ads. 

This will lead to higher conversion rates with your target audience and a meaningful return on investment.

Behavioral targeting can range from user visits, conversions, and purchase data to even the frequency in which they engage with an advertisement. With this type of targeting in place, you can personalize your ad creative to speak directly to consumers based on their purchase history or level of engagement with your company.

Why Is Behavioral Targeting Effective?

Behavioral targeting: man looking at his phone

Behavioral targeting is effective because it personalizes the experience for the consumer and serves them relevant content in a way that will resonate with them.

Personalized content that is based on a consumer’s behavior can be adapted to that consumer’s lifestyle and preferences. You can serve them ads with verbiage that they are using in their daily life. This can easily be paired with effective creative that causes them to visualize using their product. 

But how does this make the ads more effective? Consumers are more likely to click on relevant ads that have content that interests them. In fact, segmenting your ads can result in a 670% increase in your click-through rate. 

Once consumers land on your site, your tracking pixels can detect user behavior, enabling your retargeting ad campaigns to reach them. As you make your ad campaigns more sophisticated with behavioral targeting, you’ll be able to more effectively reach your customers.

For example, you might find that users are going to a specific report on your website. You could pull a segment of these users who visited your website with a pixel installed on the page and retarget them with another relevant piece of content.

With this related piece of content, you can begin to curate the experience for the consumer based on the user data collected via third-party cookies. 

4 Essential Behavioral-Based Targeting Parameters for Audio Ads

Behavior targeting is a large umbrella that could include multiple different ways to set targeted ad parameters to reach customers.

Some of the most common behavioral-based targeting parameters include length of engagement, website visits, channel preference, and conversion events.

Let’s take a look at each individually.

Length of Engagement

Marketers can target users based on how long they listen to an audio clip or watch a video. This level of precise hyper-targeting is effective because it relies on serving engaged users with additional relevant content that they will enjoy. 

Consider which would be more valuable: targeting a cold consumer who has never heard of your brand before or targeting someone who has already watched a 30-second video or listened to a 60-second audio clip? The latter will have a higher conversion rate.

This strategy is effective because you know the users are already interested in your content or product since they watched or listened to the entire piece. These engaged prospects are the ones who you’ll want to convert. 

They may be some of your super fans that you’ll want to have in your database and as proactive customers. You can re-engage these customers with a personalized ad to nudge them closer to purchasing.

Website Visits 

This is one of the most common ways to use behavioral targeting to reach your customers. Contextual targeting based on website visits is a straightforward way to reach prospects who are interested in learning more.

You can install a pixel, a line of code that tracks users’ actions and browsing habits on your site, to remarket to them. Targeting site visitors is a lucrative option since you’re able to capture specific information about them, including how long they spent on a webpage and which ones they visited.

The best part: You can get more granular with your targeting. 

You can target specific pages like individual product pages or blogs about specific targets. This will enable you to create personalized ads related to those products or topics. 

As you watch your engagement and performance numbers, you can optimize your ads to more effectively reach your target customers.

Channel Preference 

Couple reading on their phones

For audio advertising, you’ll want to target based on channel preference. Which channels are your customers listening to? Understanding this information and using user profiles tied to it in real-time can be an effective way to convert more customers.

If you know what channels your customers are browsing, you can more effectively reach them by serving them an audio ad in between songs. This will unlock the ability to target based on type of song, genre, and overall lifestyle. 

This information, as well as other enriched profile data points, can be a valuable way to reach your customers where they are.

Conversion Events

Conversion events are when prospects take any specific action on your website. This could be something as simple as downloading an asset, filling out a form, or reaching out on a “Contact Us” page. These “events” are critical because they show intent from the consumer.

They are taking an action on your site and may just need to be nudged a little more to convert. That’s where retargeting ads can come into play. You can target a segment of this audience that performs an action on your site and serve them a personalized ad that pertains to the content they downloaded or product they purchased. 

This can ultimately drive more purchases and increase your customers’ lifetime value.

Launch Your Behavioral Targeting Campaign

Women looking at their devices

Behavioral targeting is an effective way to reach your customers. 

This type of targeting involves reaching your customers with personalized, relevant ads based on specific actions they’ve taken. This can include the length of their engagement on an ad or piece of content, the pages they’ve visited on your website, channel preference, conversion events, and more.

By deploying behavioral-based targeting in your next audio ad campaign, you’ll drive more conversions and increase your bottom line.

Get started today reaching more customers with Decibel. Reach out to find out how you can supercharge your audio marketing and drive more revenue.

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