Behavioral targeting is so effective because search marketing has expanded so much. In the past,
search marketing was only about search. Today, search marketing can target demographics, dayparting
(addressed in Chapter 9), and behavior. And because today’s audiences are more fragmented
than they have ever been, the more specific marketing efforts can be, the more effective
they’ll be.
Behavioral marketing has many other benefits, too. For example, although behavioral targeting results
in fewer impressions, it also results in a higher conversion rate, because the ad is more targeted than a
contextual ad might be. Additional benefits of behavioral targeting include:
More click-throughs. Click-throughs are those times when potential customers or site
visitors click through your PPC (or other) ad and land on your site.
More conversions. As you’ve seen already, behavioral targeting tends to reach fewer
people, but it results in more goal conversions. Because your goal conversions should
be designed to result in either a sale or the collection of data to help you reach a sale,
the conversion rate for ads placed using behavioral targeting is much higher.
Improved return on investment. Return on investment is the metric that seems to drive
everything these days. Behavioral targeting helps to improve the ROI of your PPC and
other advertising programs, because ads placed using behavioral targeting are more pinpointed
to the type of audience that is most likely to make a purchase, provide data, or
sign up for a newsletter or other service.
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