{"id":84456,"date":"2021-01-29T13:57:18","date_gmt":"2021-01-29T00:57:18","guid":{"rendered":"https:\/\/pureseotest.wpengine.com\/?p=84456"},"modified":"2021-01-29T15:53:35","modified_gmt":"2021-01-29T02:53:35","slug":"behavioural-targeting-why-important","status":"publish","type":"post","link":"https:\/\/pureseo.com\/us\/blog\/behavioural-targeting-why-important","title":{"rendered":"What Is Behavioural Targeting, and Why Is It Important?"},"content":{"rendered":"

Want to know a bit more about how your Google Ads<\/a> campaigns work? Behavioural targeting is an important part of any search marketing strategy, which helps focus the aim of Ads campaigns within Google\u2019s key ad markets: Search, Display, YouTube, and Gmail.<\/p>\n

Each of these four markets is massive in their own right, and behavioural targeting is how we navigate these markets in order to deliver the best possible results. To find out more about how it works, and just why it\u2019s so vital to the success of Google Ads campaigns, read on.<\/p>\n

How does behavioural targeting work?  <\/h2>\n

Behavioural targeting<\/strong> is a tactic used for online advertising and published content in which user data helps narrow down the ideal audience for the delivery of the ad or piece of content. This user data is drawn from their online behaviour, which can include search terms they use, their browsing history, and past purchases. With this data, ads can zero in on the users that are most likely to respond to them. This kind of data is usually collected by the browser they use (e.g., Google) or by the websites they visit, and users can opt-in or out of the data collection.<\/p>\n

Behavioural targeting can also help companies track potential customers across the web to other websites. Say someone has put a product from your website in their cart and then closes the window or tab before checking out. You could use behavioural targeting to display ads of the item they didn\u2019t buy from you across other websites that they visit, reminding them to come back and complete the purchase.<\/p>\n

The above is just one example of who you might want to target. Behavioural targeting works best when it can be used to sort users into groups based on a whole range of factors, and then display ads based on these groups. These are called \u2018audiences<\/em>.\u2019<\/p>\n

What are some examples of audiences?<\/h2>\n

Below are a few types of audiences our SEM<\/a> team here at Pure SEO uses most often. This list is just a small slice of what\u2019s possible, but it will give you some idea of how precise behavioural targeting can be:<\/p>\n