Types of behavioral targeting
With behavioral targeting, you can personalize your marketing based on several different sources of data:
- Website engagement: What are people looking at and clicking on your site?
- Campaign engagement: Which emails do people open and click?
- Purchase behavior: What items did someone purchase, add to their cart, or look at?
- App engagement: What actions have people taken (or not taken) in your app?
Using website engagement for behavioral targeting, you can personalize the user experience on your site. This includes surfacing pop-up promotions, ads, and links to related content. Segments of website visitors can see customized advertisements based on what products, services, and information they are interested in. Google remarketing ads are another way of leveraging website engagement—they’re used to recapture a visitors’ attention after they leave your site.
Campaign engagement helps you target based on who is opening your emails (or who isn’t), as well as what they click. This can help you fine-tune the way you organize your audience when you use this data as segmentation criteria. You can resend emails to non-openers, and to people who have been unengaged, and you can send emails to the people with the highest average engagement.
Purchase behavior is one of the most recognizable sources of behavioral targeting, because it is so common and powerful. Wherever you are on an e-commerce site, from the homepage to your shopping cart, odds are you’ll see suggestions for similar products and businesses—that’s behavioral targeting at work. You can use purchase behavior to recommend things shoppers will like, show them appreciation, and give them incentives to buy something.
Behavioral targeting is critical to driving app engagement, because it helps you deliver personalized marketing that incentivizes more usage, based on what people are (or aren’t) doing in your app. You can even segment users based on their behaviors within a specific timeframe—like if you want to congratulate people in your language learning app who just completed their first lesson or reach out to users who downloaded your app but haven’t logged-in within a week.