How to Use Behavioral Targeting to Increase Conversions
Many businesses believe the traditional marking is arbitrary. Even crafting outreach messages that can't connect with the potential customer with your product. Traditional advertising sometimes will not engage the potential customer more towards the purchase. Behavioral targeting encourages the sales and marketing team to create effective custom ads and marketing email copies. Offering valuable resources and customers' needs at the right time will increase conversion rates.
The behavioral targeting method is used in online marketing and sales based on the historical behavior of the potential customer. In this technique, the data of the visitors, including the search term, purchase history, and website visits, are utilized to send custom campaigns and to display relevant ads to boost sales.
Behavioral targeting helps to reach the ideal customer base using their website behaviors. For example, suppose someone searches for a cooling knife and doesn't make a purchase on the Amazon browser. In that case, the amazon advertising network will show the visitor on the Knives ads, which will increase the likelihood of purchase by the targeted customer. This article covers how your business can utilize behavioral targeting to the potential audience and increase the conversion rate.
What Is Behavioral Targeting?
Behavioral targeting is an effective marketing method to strengthen your business advertising and marketing campaigns. This technique gathers data about potential customers' purchase behavior and online browsing from different sources.
These potential customer data on their habits and interests helps the marketer to deliver the relevant message and ads that interest them. Advertising campaigns can now be created based on the customer's habits and user preferences, which the marketer can display in their targeted audience's web browser.
The main purpose of this strategy is to deliver targeted advertising that's most beneficial to you and your potential customers. This process involves compiling information such as web searches, purchase histories, frequently visited websites, and other data. From these data points, companies can develop ads that connect with their specific audience by conveying messages they would find attractive or relevant.
Behavioral targeting helps sales and marketing professionals determine which campaign message and advertisement can resonate with potential buyers. Leverage marketing strategies based on the behavioral data, including the consumer behavior on your mobile app or website and even with your email campaign. These trigger-based personalized marketing will help the business connect with potential customers who are more likely to make a purchase.
Behavioral targeting vs. Contextual targeting
Behavioral targeting is a method of gathering potential prospect data, and from the data, the business will offer a personalized experience to the targeted audience. The study shows that behavioral targeting ads are twice successful as non-targeted ads.
On the other hand, contextual targeting is less personalized. It's about showing ads based on a page's content but not on the individual behaviors on the website or application. For example, When you visit a makeup product-related website, contextual targeting shows some of the skin care content ads inserted into relevant similar pages.
Behavioral and contextual targeting aren't mutually exclusive. Using behavioral targeting, you can improve the efficiency of your context behavioral ads.
How to Utilize Behavioral Targeting To Boost Conversions
The Behavioral Targeting Process
This section will examine how behavioral targeting works and the process involved. As mentioned earlier, behavioral targeting consists of collecting data about the visitor and delivering the relevant ads or setting up a personalized outreach campaign based on their behavior.
To gather behavioral data for advertisers or campaigns with DMPs. DMP's are responsible for collecting, organizing, and storing the data for behavioral targeting.
Behavioral targeting data can come from various sources, including websites, apps, CRMs, and other automation systems. For example, CRM data gives browsing histories and purchase records. Using the automation software, you can perform personalized outreach and ensure that the right message reaches the right person at the right time.
The data gathering for behavioral targeting includes
- Geographic location
- User login data
- IP address
- Visit Duration
- Previous purchase
- Details of Pages viewed or products viewed on the website
- Clicks and search history details within the site
- Pages visited by the user regularly
- Content reds by the visitors
- Most recent visit pages or products
- Interaction elements on the website
The marketer can gather their visitor data through AI marketing software and leverage their retargeting campaign or ads with the information to meet the marketing & sales goals. Many businesses take advantage of AI software, implement behavioral targeting, and boost conversion rates.
3 Steps Of Behavioral Targeting Process
Step 1: Collecting and Analyzing the Data of Potential Prospects
The visitor's data are collected from various sources tracking pixels or their party tracking cookies and are stored on the DMP. These data are then analyzed, and ideal customers are segmented.
Step 2: Segmentation
You can segment the interested prospects based on their online behavior. For instance, by age or demographic, the page they visited or product they viewed, abandoned cart customers, and more. For example, suppose the ideal customer has an abandoned shopping cart. In that case, it's appropriate, it is a good time to send them personalized content, such as offers and reminders to help them complete their purchase.
Step 3: Behavioral Email marketing & Targeted Ads
After the audience segment, you can create ad campaigns to meet customer needs. This will improve the probability of the response and conversion. Behaviorally targeted emails are often a way to reinforce the trustworthiness of a sender because the recipient is notified that it is coming from a trusted source. It is an effective way to engage the ideal customers with your company. These emails are sent to the users after interacting on social media, visiting the business site, or receiving an email from your subscription list. These automated messages can help the business increase sales, engage the lead directly, and move them towards conversion.
Get started with your behavioral targeting by Using SmartLead
SmartLead is an all-in-one email marketing software that helps small and large businesses to connect with potential prospects and keep them engaged with the email nurturing sequences. Using the data, you can create a behavioral campaign and trigger outreach using this marketing platform. You can also perform Omni-channel marketing and manage all the campaign outreaches in one master inbox dashboard. With SmartLead, you can manage your campaigns across channels to refine what works.
You can do behavioral email marketing in various ways. Here are some types of email marketing examples.
- Set up a trigger welcome email when customers sign up, register for a subscription, or fill out demo forms.
- Educate the customer with the relevant article, news, tips, and more based on the user interaction with your brand.
- Sending emails with Strong CTA to users with abandoned carts or wishlists with items to complete the purchase and businesses can reclaim lost revenue through this triggered outreach.
- Sending reminder emails to the customer in case such as after the free trial expires, webinar email invite reminder, wishlist item or in-stock product and improving the sales
- Sending automated emails to the prospect to get the feedback of the buyer and to improve the user experience with your brand
Types Of Behavioral Targeting
In behavioral targeting, your business can personalize your marketing based on various information sources, including purchase behavior, website & app engagement, campaign engagement, and more. We shall look into the 5 different behavioral targeting types in detail.
Behavioral targeting based on the website visitor engagement, you can personalize the user experience on your website. It includes offering ads, pop-up promotions, and links to the related content. By segmenting the site visitors, you can create behavioral online advertising
based on the product or service they are interested in. Google Retargeting ads are another marketing technique to leverage your website engagement and enable the sales team to capture visitors' attention after leaving your website.
Behavioral targeting is critical to driving app engagement because it helps you deliver personalized marketing based on what people are (or aren't) doing within the app. You can segment your users based on their behaviors either in certain criteria. For example, suppose you have a learning app. In that case, you can segment the user based on the user who has completed their first lesson and through the targeted marketing campaign, send out congratulatory email messages to them. And you can segment the person who just downloaded your app but didn't log in within a week, then customize the campaign and make the inactive user an active customer.
It's important to know which emails people are opening and clicking on. This will allow you to make changes in your email campaigns accordingly. Campaign engagement can be used as a tool to segment the prospect lists based on email opening and clicks. You can segment the prospect list and retarget them with more tailored emails to those who have not opened your email. This will improve the engagement rate and conversions.
Purchase behavior is one of the most commonly used behavioral targeting points. It is so common and powerful because you can use it to offer various offers and motivate shoppers to buy new products or make them complete the purchase. This common form of targeting is commonly found on e-commerce sites. Based on the customer's previous purchase, search, and crat user can see suggestions for similar products that may interest or delight shoppers to buy from you. This behavioral targeting will speed up the purchase cycle of the targeted customer and prove the customer to complete the purchase by sending customized product suggestions, personalized offers, and more.
Network behavioral targeting
The technique of retargeting is this one that advertisers often employ. Network behavioral targeting entails using information like purchase intent and interests to tailor a campaign more specifically to the target audience. The marketer collects and cross-references data on the user's behavior. These third-party cookies and IP addresses are shared across many different sites. This information will enable the marketer to create a highly customized campaign based on age, demographic, and purchasing data to tailor behavioral advertising without affecting the user experience.
Benefits of Behavioral Marketing
Behavioral targeting is data-centric, but this is a more reliable way of targeting potential buyers. Behavioral target campaigns benefit not only the business but this is a more reliable way of targeting potential buyers. Here are some advantages of implementing behavioral target advertising and marketing campaigns.
Increase Conversion Rate: Advertisement and targeted campaigns based on the prospect's behavior will increase the chances of completing a purchase. With behavioral targeting techniques, companies can improve sales, increase repeat customers, and achieve higher profits.
Higher Click through rates for Ads: Personalized ads will capture prospective customers' attention and move them down the sales pipeline or purchase cycle more than generic ads. Behavioral targeting ads are more useful for tailoring ads to attract the interested viewer rather than targeting uninterested people. The potential audiences are more probability to engage with ads they've found interesting when viewing them. For example, if your business is advertising based on the customer's previous browsing & purchasing behaviors. As a result, the highly-desired product will be shared with the customer, interest the ad viewer, and likely move them to purchase the product or service offering with the brand.
Improve User Engagement: Through behavioral marketing, the sales and marketing team can easily engage the potential customer with the specific marketing materials that engage the receiver. Publishers can get an insight into the behavior of people who find their content interesting and target them with ads. With CTA on the ads, you can redirect consumers to online stores or websites down the line in the sales cycle. By creating valuable content, your brand can build interest and trust among potential buyers.
Better Ad Experience: We all know that online users don’t always enjoy the idea of giving up personal information to advertisers. This can be frustrating when they encounter irrelevant and unengaging ads while browsing websites or social media channels. When people are viewing ads that are relevant to them, they find their experience more enjoyable overall. A study found that there is a more success rate when it comes to personalized advertisements that engage the targeted audience than generic ones. A recent study found that 71% of consumers prefer personalized ads to traditional ones. Personalized advertising leads to higher user satisfaction and overall enjoyment of the site.
Increase the efficiency of the online shopping process: Through behavioral targeting, we believe businesses can increase the efficiency of the online shopping process by reducing friction. When the product ads interest the audience, they immediately click and move to the online store to proceed with the purchase. Personalized advertising based on the behavior of consumers will eventually boost sales and speed up the purchase cycle. It promotes a seamless transition to buying a product without spending time navigating or searching for the product on the website page. After clicking the ad purchase button, the items will appear in their cart and be ready to check out. That's a quick way for online shoppers to get what they want with a few steps.
Reminders & Announcements of new products: If the targeted audience continuously sees your products, they will make them attractive. Through ads, you can easily suggest relevant products to the viewer and do promotional product advertisements. It will motivate the user to return to them and finish their sales journey. Through the ads or effective campaign, you can remind the potential buyer about your product, and it will be an opportunity for your business to announce your new product and stay informed about your brand news. Personalized email campaigns and ads remind and motivate them to complete the transaction, for example, abandoned cart emails with a personalized message and offer to provoke the receiver to make the purchase decision and to complete the sales journey with your brand.
Create Long-lasting Communications: With this behavioral targeting, you can easily user segment and endlessly engage the website visitor. For example, if you target visitors from a US location, you can create personalized newsletters for the specific area. This will make the targeted audience peek into your valuable resource, and your brand can gain trust by offering value. In outreach, you can invite them to be on your subscription list to newsletter services so that the interested inbound leads can hear values from your brand that interest them. This will initiate a long-lasting relationship with your website visitors later through the lead nurturing campaign, and you can convert them into loyal consumers.
Hook Indecisive Prospects: With some website visitor's behaviors, you can figure out that prospects might have doubts about proceeding with a transaction but are interested in what you're offering. If that's the case, you can offer special discounts, personalized product recommendations, and respond to their queries on their sales cycle to move the indecisive prospects into paying customers.
One way to identify indecisive behavior is by looking at the number of pages visitors have viewed, the time they've spent on site, and other similar patterns. Determine your site's metrics to define and segment indecisive prospects in one bucket.
By understanding how clients interact with your website and using that information to target them with relevant ads, you can increase the likelihood of conversion. Behavioral targeting is a powerful tool, but it’s important to use it correctly to be effective. You can improve your conversion rates by enhancing the user experience and retargeting potential customers with ads to get them interested. The behavioral targeting process is simple and effective, but getting started with the right marketing automation system is important. SmartLead helps you to create highly targeted ad campaigns. Try SmartLead today and see the difference it makes in your conversion rates.
Lakshmipriya is a Digital Marketing Expert at Smartwriter. She is also successful in leading the digital marketing team for businesses. Her knowledge spans across all aspects of the industry, from SEO to social media marketing and beyond. She has immense experience in SEO, SMM, SMO, Content Marketing, Email Marketing, Paid Ads for various clients globally. She also creates thoughtful, compelling, and impactful copy that helps businesses grow!