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06.10.08 PPC Behavioral Targeting  By
Anil Batra
Last year I wrote extensively about major online players Google, Yahoo, Microsoft and AOL using Behavioral Targeting. Microsoft and Yahoo have been very open about it but Google has not admitted openly about engaging in Behavioral Targeting. I speculated about Google entering Behavioral Targeting, you can read my past blog posts at http://webanalysis.blogspot.com/search/label/google). Recently, Google Analytics Data Sharing option reconfirmed my belief about Google entering Behavioral Targeting and using all the data it collects via Google Analytics (and other applications) to better target the ads. A recent survey by SEMP.org (Search Engine Marketing Professional Organization) found that four out of five advertisers are willing to increase their online advertising budget in order to add behavioral targeting to their pay-per-click campaigns.
The survey also found that
* 57% of online advertisers were willing to spend more on demographic targeting, such as age and gender
* Advertisers, on average, would pay 11% more for both behavioral and demographic targeting * Some 40% of the respondents said they are not currently targeting or retargeting searchers but they plan to in the next 12 months Considering these stats and all the things that I have observed (see my past blog posts), I won’t be surprised if Google, Yahoo, Microsoft, AOL and ASK soon start offering behavioral targeting to it’s Paid Search (PPC) advertisers. To get the most of out of behavioral targeting, they won’t limit the behavioral data to search only, they will most likely use every data point they collect about visitors in various places including browser toolbars. Comments About the Author: http://webanalysis.blogspot.com Anil has over 10 years of experience in Consulting, Business Intelligence, Web Analytics, Online Advertising and Behavioral Targeting. Anil helps companies use Web channel data to improve online business results (lead generation, conversion, retention and self-help metrics). Anil has helped several fortune 500 customers effectively use web analytics and increase their ROI on the web. Anil has worked with customers such as Microsoft, SmartMoney.com, ESPN, T-Mobile, Hoovers, Realnetworks, Starbucks, and TheStreet.com Anil holds a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington, Seattle. |
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