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Behavioural Targeting refers to advertising that is targeted to a specific individual based on that user’s previous surfing behaviour. This is quite different from the more common targeting method of displaying ads matched to the specific content of an individual page or to all users in general.

With behavioural targeting, two people could see vastly different ads when viewing the identical webpage at the same time, based on their previous surfing habits and interests.

We realise that conversions are higher when people are targeted through behaviour rather than content because behaviour can determine a person’s actions.

Whether it is looking at specific sections of an online newspaper or visiting a certain type of site more than once, those actions are used to determine each user’s interests, and it is those actions that make conversions.

 

Behavioural RetargetingBehavioural Retargeting

It’s a sad fact. Up to 98% of shoppers abandon carts or leave merchant sites before making a purchase. (www.figarodigital.co.uk, 2010)

Dealers have been trying (and succeeding) to up-sell consumers for years. However the era of online media has brought a unique twist on this old concept: instead of trying to get consumers who made purchases in the past to buy again, what about getting consumers who didn’t convert to buy for the first time? Dealerships are often paying to bring web users to their websites through paid search listings or other advertising and bringing back those who don’t convert could be a lucrative way to recoup an otherwise lost sale.

The theory behind retargeting is to create a direct and intimate conversation with visitors even after they leave the site. The ultimate result – a second chance to close the deal, translating into better conversion rates, enhanced brand image and improved revenues.

It’s as simple as that. The data is integrated to create micro-optimised, adapted banners and electronic messaging that display products or services specifically tailored to your individual consumer.