Archive for the 'Behavioral Marketing' Category

Demographic Targeting is a great way to maximize your Paid Search / Sponsored Search dollars, and make your SEM campaigns more efficient. Search engine marketers can now direct their ads towards their target audience. Makes sense, right? So, how to do it? And, with which search engine? Currently, MSN adCenter has the best ability for demographic targeting. Although, Google & Yahoo are rumored to be developing similar features.

Before you start experimenting with Demographic Targeting, it behooves you to examine your Web analytics, Online conversion tracking data, and CRM software to make intelligent decisions. Look at your current conversion rates by geography, time of day, etc. Use your CRM software or database to do an analysis of your current customers demographics, and conversion data.

Then, after all the analysis is done, write your ads for your target audience demographics (age, gender, geographic), customize landing pages for your target audience, do dayparting, target the times of each day your ad should run, and generate a keyword list based on your target audience.

I know it’s a lot of hard work, but the end result will be a better conversion rate, a higher ROI, and more valuable customers.

Within the category of Behavioral Marketing there are Desktop Advertising Networks. These are often referred to as Pop-up Networks. How it all begins is when someone downloads a free application such as: a useful toolbar, free video content, free games, screensavers, online utilities, mp3’s, weather, etc.. A good example is: Seekmo from 180 Solutions.
Some of these networks claim to have more than 50 million users. Great opportunity for an advertiser.

In exchange for the free software, the user agrees to allow themselves to be served promotional offerings in the form of pop-ups. Some of these applications have “user preferences�, and certain things can be adjusted such as a “Total cap� per day of pop-ups. The “Frequency cap� per advertiser is typically 1 ad per day.

Advertisers typically have 3 ways to target potential customers:
1) When the keyword is within the url string.
2) Targeting a specific URL, or a group of competitive websites.
3) After a predetermined # Keyword searches.

Pop-ups historically perform well with Promotional offers.

Cost to the Advertiser is based on one of 2 models:
1) CPV – Cost Per View (as low as $0.05)
2) CPM – Cost Per Thousand

Here are a few Pop-up Networks:
1) Ezula
2) Keyword marketplace
3) 180solutions
4) Blowsearch
5) Claria – used to be Gator.
6) Whenu