Pay Per Click (PPC) Management
New to the World of PPC…Behavioural Targeting
(No Ratings Yet)Filed under: Pay Per Click (PPC) Management by Dan @ 8:56 am
When it comes to displaying pay per click (PPC) ads on websites, it usually depends on the content of the website. If a website offers a comparative review of digital cameras, for example, then it makes sense to place PPC ads for digital cameras on this site. Thanks to companies like Phorm, NebuAd and FrontPorch, there is a new “behavioural” approach to targeting internet advertisements. In essence, Behavioural Targeting aims PPC ads at a web user and not a webpage. By installing discrete software in the networks of internet service providers (ISPs), their subscribers' webpage requests are intercepted as they roam the net. The webpages are delivered in the usual manner, but they are also scanned for particular keywords in order to build up a profile of each subscriber's interests. These user profiles can then be used to target PPC ads more accurately.
For instance, let's say you are idly surfing the web one evening. You may visit the official website of your favourite football team; you may view a few football articles on a sports news website and then read a football blog on transfer speculation. As you visit pages containing words such as “football”, “Liverpool FC” and “Anfield”, the behavioural-targeting software watching you inside the ISP’s network registers and categorises this apparent interest in football. Later, when you log onto Facebook to see what your friends are up to, advertisements for “Liverpool FC tickets” or “a tour of Anfield gift experience” appear alongside the wall postings and photos. Enticed by the idea of seeing your football teams latest signing in action, you click on the ad and buy a ticket for the next home game online. The idea behind behavioural-targeting is to work out what web users are thinking, before they even know themselves.
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