These days it is important to make every marketing dollar count, which is why it makes sense to choose the right targeting tactic when implementing a display advertising campaign. There are five main tactics to look at when deciding which will be the most targeted and effective: context, behavior, re-targeting, demographic, and geographic.
- Targeting by context involves detailed analysis and concept-based categorization. This tactic allows for concept extraction technology that more accurately categorizes page content and for custom audience targeting.
- Re-Targeting helps you make the most of your site traffice by converting browswers into buyers and buyers into repeat customers.
- Targeting by Behavior is based on frequency and recency of past visits, which are tracked to assign a behavior segment to a user. Users are then targeted across the network. This tactic helps in the understanding of people’s interestes and allows us to reach users at just the right time and place with the appropriate message.
- Demographic Targeting detects users based on data such as zip codes, age, and gender. This data is used to create better target advertising for such audiences as women ages 25-54 or men ages 18-49. Demographic targeting can create lifts in both relevancy and performance.
- Geographic Targeting is used for clients who service customers regionally or are looking to target a defined area.
I am curious, what tactics do you use and what do you find to be most effective in today’s market?
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