Go Beyond the Search Engine with Behavioral Targeting

Targeting abilities for search engine marketing through platforms like Google Adwords can help you access online users likely to be in the market for the units that you sell at your dealership. Ad targeting can focus on things like demographics, interests, past search history, and more. While these abilities clearly make advertising through search engines a powerful technique, online users don’t stay on a search engine – they move on to visit websites that match their search queries. Behavioral Targeting gives your ads additional visibility based not only on a person’s search behavior but also the continued behavior they demonstrate as they visit other sites.

This method of targeting, based on an online searcher’s behavior, is demonstrated in two overall ways: Keywords in content and keywords in search.

• Behavioral Targeting through keywords in content allows you to advertise to people reading website pages or articles that are relevant to your business. As a boat dealer, for example, people reading an article titled “Learn How to Wakeboard” would make excellent candidates for your advertisements. Reading content with keywords that match the boats and boat accessories that you sell demonstrates that those people are a great fit for your ads.

• Behavioral Targeting through keywords in search allows you to advertise to people using search bars and search filters on websites that relate to your business. For example, as an auto dealer you would likely want to target online browsers looking at a website page titled “Best Quality Cars of 2019.” If there was a search bar on the page that allowed site visitors to filter for information about specific makes and models of cars, it would be very useful to target ads to people searching for cars that you carry at your dealership. These people are clearly interested in learning more about the exact cars that you have in stock.

An online user’s behavior on a search engine can tell you a lot about what that person intends to learn about, but it’s even more effective to continue following a person’s behavior and learning about their interests as they navigate additional sites. As a person continues to browse, read, and make additional searches online, you can more accurately pinpoint perfect prospects for your dealership. The actions that people take online give you insight into what their interests and intentions are to purchase, making Behavioral Targeting one of the most efficient methods of online advertising. It gives your business a unique opportunity to reach people showing that they are interested in what you sell.  Behavioral Targeting also offers a way to earn more conversions, as targeted prospects are demonstrating specific behavior that matches your goals.