Some studies have shown that behavioral targeting can be more than twice as effective as other types of targeting, and the technology continues to improve.
What is behavior targeting? Behavior Targeting uses visitor data to effectively target your ads towards a specific audience.
The data that websites collect include: searches that are performed, pages visited, amount of time on a page, and links that are clicked. Using this data, we can effectively select a target audience to display your ads to.
For example, let’s examine a user who has been to 3 websites regarding law degrees and is spending a significant amount of time on these pages, and then the user changes the search query to “local university law degree”. We now know quite a bit about this user, and if they happen to be close to the university we are marketing, we can effectively target them with our ads and provide the highest chance of turning that lead into a conversion.