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SEO: Search Engine Optimization Bible by Jerri L. Ledford

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Chapter 8. Understanding and Using Behavioral Targeting

IN THIS CHAPTER

  • What is behavioral targeting?

  • Taking advantage of behavioral targeting

  • Additional behavioral targeting tips

Mass marketing techniques that were used in the twentieth century, like many other techniques from that era, are pretty much out of date. Reaching potential customers using television and newspaper ads still works, but it's not the most efficient way to advertise.

Traditional methods of advertising target a large group of people. Generally, that means large sections of the audience that see an ad won't be interested in it at all. As a result of that "blanket" type of advertising, companies spend a (relatively) large amount of money to reach a small segment of the population.

One way that advertisers have found to improve the success rates of their advertisements is through contextual targeting. Contextual targeting is basically the practice of placing ads in a specific medium based on the elements surrounding the ad.

Here's an example: Open up any women's magazine (or men's, or even children's) and look at the advertisements. Maybe one of the articles in the magazine is about weight loss. Along with the text in the pages of the article and at the end, you might find advertisements for online dieting services, diet pills, or even gym memberships.

These advertisements are placed in context based on the content of articles with the assumption that someone reading an article on weight loss might be interested in dieting ...

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