A recent article by Pamela Parker briefly discussed the changes to Google AdWords which has been over two years in the Beta stage – Google Rolls Out Behavioral Targeting To All AdWords Advertisers.
Essentially Pamela wrote that AdWords can now be targeted to users based on their previous browsing behaviour. She enthusiastically heralds this as their final and full entry into behavioural marketing in AdWords.
Google AdWords advertisers can now utilise user’s browser history to target their message to more suitably qualified leads. This will hopefully mean a better response than perhaps the current 5% average click rate on AdWords advertisements over organic.
Pamela explains that the new system will look at the page types and frequency of a user’s browsing behaviour. There is a browser cookie that is installed and that has the interest categories attributable to your history. You can look at this list of interest categories attached to you and even change them in the Google Ad Preferences Page. Of other interest is the fact you can completely remove your user id from this process by opting out, also on the Ad Preference Page.
The advertisers benefit in many ways according to Pamela, with one retailer claiming a 400% increase in conversions. With over 1000 interest categories it would seem advertisers can be more streamlined in their targeting and reduce their cost per click.
An additional bonus for the marketer includes those users who actively add categories – they are really standing on a street corner yelling ‘please sell to me’! Hopefully advertisers will capitalise on this pull marketing.
I noted that there were some things that were missing from the article. There was no discussion about seasonality or ‘one off’ searching. What I mean is, will I be inundated with perfume ad campaigns for 6 months after Christmas just because I wanted to buy perfume for several Christmas presents? Also, if I search all day today to find accommodation for the in-laws this weekend locally, how long will I be presented with related marketing offers after this one off occurrence.
Other than that, it seems as though the new targeting will be a bonus for marketers as well as generally positive for users being shown advertisements they have an interest in.
Follow Us On: