3 Must know B2B behavioral targeting techniques
These days, B2B marketing managers drink from a firehose of data and information. How do we determine what is important, and what is not? We will walk you through three targeting techniques used by the experts to wade through the waters of big data and find your customers online.
In the modern advertising marketplace, the amount and granularity of data that an advertiser can find is both a blessing and a curse. While it’s nice to be able to micromanage your targeting, it can simultaneously be very difficult to decide exactly what is important when targeting your audience. In this article, we’ll cover three simple and effective techniques to help you more easily find your target demographic.
Internet Protocol-based geotargeting is the easiest and one of the most effective methods of restricting your audience to just those users who are likely to be interested in your product. IP-based geotargeting identifies roughly where a user is surfing the Internet from based on their IP address. For example, if you provide cold-rolled sheet metal to the Pacific Northwest, you don’t want to be wasting online impressions telling people in Florida about your product. IP-based geotargeting can also be used to segment your target audiences and to offer regional promotions and the like. The only restriction on IP-based geotargeting is that it’s generally only accurate within about 50 miles of the target user, so attempting to be too granular with it can backfire.
Dayparting is the practice of restricting when your advertisement can be displayed to potential customers. This tool is especially effective for B2B advertisers, especially since most behavioral advertising campaigns have a limited amount of impressions to serve on a daily basis. If your target demographic works 9 to 5, you don’t want to serve a majority of your impressions between the hours of 1 and 5 a.m. because those are basically wasted impressions. But if you restrict your daily impressions to start serving at 9 a.m., then you are much more likely to use more of your daily impressions. That being said, you should be careful of restricting your serve window too much, especially if your target demographic is small or keeps odd hours.
One aspect of behavioral targeting that is sometimes overlooked is managing what domains you serve on. This is especially crucial for B2B campaigns, where you’d like to appear on websites that positively reflect your brand. While it’s true that your ad will display for users that meet your targeting criteria, you are more likely to receive positive traffic from advertisements on CNN than from a website that hosts online flash games.
In addition to these three, behavioral advertisers have dozens of tools to help differentiate the correct audience from the horde of Internet users. As with anything, intelligently using these tools and restrictions will positively impact your campaign, while using them incorrectly (or too enthusiastically) can end up hurting it.
Want to learn more about behavioral targeting? Check out the MultiView Resources site.