The Work Media Internet Marketing Blog

Behavioral targeting ("BT") is basically displaying ads to people based on what web sites they have visited in the past. Recent research conducted by Advertising.com demonstrated that ads displayed on a BT network generated lower click-through rates but much higher conversion rates than search-based ads.

In the study, ads were run for three sites: a finance site, an auto site, and an education site. In all three cases, click-through rates were lower than search-based ads but conversion rates were considerably higher.

Double Click has a service that displays BT-based ads. Our hope is that in the near future, Google will integrate this into AdWords, which will give advertisers one more powerful way to display targeted ads whose performance can be measured down to the dollar.

Labels: behavioral targeting, google, internet marketing