Give Consumers What they Want

There is a variety of tactics that goes into any strategy. Behaviorally targeted campaigns call for different strategies based on the campaigns goals.

Keep Campaign Goals Top of Mind
Advertisers can’t just implement a behavioral targeting campaign because its what’s “hot” right now. Advertisers need to meet the goals of the campaign so if they are using behavioral targeting for a direct response campaign then they need a behavior that provides a good source of intent while if advertisers are using behavioral targeting for branding purposes then they need to target an audience that clearly is interested in the brand.

Don’t Over Saturate the Consumer
For a consumer interested in tennis equipment, they should not be served up ads on a tennis site because there is already too much tennis information on there to distract them. The ad should be served to them when they are doing something online non-related to tennis so it captures their attention.

Consumer’s Privacy
Advertisers should always protect consumer’s privacy. Any information collected should not be personally identifiable. Information collected should be anonymous if it’s going to used to determine behaviorally targeted campaign strategies.

To successfully execute a behaviorally targeting campaign, advertisers need to target the right people at the right time, with an appropriate ad based on their interests.