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The Targeting It is a chapter of Online Marketing that aims to align commercial promotion to the needs of the customers you want to reach. In the field of BE and of the display commercial promotion, the targeting It is essential for optimizing the advertising budget.

In the future we could even imagine its implementation on television: SmartTV: smart televisions that adapt to the target audience.

General information

The targeting derives from the concept "Target" y means objective. The targeting We could define it in Spanish as the study of the target audience or Segmentation. Every targeting classify and establish which are the target segments. It is very important to know what the segment or the target audience is in order to define and create an advertising campaign that adapts to the needs of that audience and thus can be successful. In short, the more precise the target audience, the easier it will be to create the right campaign and the easier it will be to get their attention.

After determining and categorizing the target audience, you can make the most of the sales process through, for example, the AIDA model.

Normally the online targeting is carried out through the [cookies] that provide useful information about user behavior. However, due to the uncertainty about what the limits are so as not to exceed the privacy of users, many prefer to avoid its use directly.

Types of Targeting

There are different types of targeting for online business promotion. We describe the most common types below:

  • Contextual Targeting [1]

The advertised commercial promotion depends on the theme and the keywords that appear in the content of the page. If the product is the “Chocolate Eastern Bunny” on the page, advertisers can place a banner respective to the sale of said rabbits.

  • Semantic Targeting

In this kind of targeting the software analyzes the meaning of the content. It helps to find not only individual keywords but all existing semantic relationships. So if, for example, cars are sold, you can make an advertisement about wonderful car trips.

  • Keyword Targeting

Only keywords related to the product to be advertised are analyzed.

  • Social-demographic targeting

The commercial promotion is oriented to social-demographic criteria such as gender, age or social fame of the target segment. The data is obtained from surveys through commercial promotion networks.

Example of targeting with Google AdWords

  • Behavioral Targeting:

It focuses on user behavior. The ad is created based on the specific behavior of the user you want to reach. Aspects such as geographical position and the user's operating system are taken into account. The so-called predictive behavioral targeting complements the database with the use of statistical predictions on the feasible user behavior. An example of this type of targeting are the ad in-game, advertisements in video games.

  • Retargeting

Its objective is to attract customers who did not finish a purchase, for example, in a web portal or online store.

  • Targeting of Social Networks

A clear example is the ads on Facebook. Advertisers can select the segment they are interested in using user profile information. At the same time, Facebook obtains a lot of data from its users' searches that can help advertisers to make a much more precise analysis.

  • IP-Targeting

It focuses on the geographical location of the user, for example, through their IP address.

  • Technical Targeting

Use information about data related to the operating system or installed software. For example, two banners different, a version with GIF animated and another with Flash for users who have it enabled.

  • CRM Targeting

The data is obtained from the company's database. An example is the timeline Web History from Google or through the mail service Gmail. Google uses this database to offer a more accurate commercial promotion. Since 2014 you can use the commercial promotion service "Gmail Sponsored Promotions".

Targeting limits

The targeting focuses on defining the target segment for business promotion. We must not forget that its use could generate an effect of confusion and distrust in users since they may not understand how it is feasible for the ads to adapt so much to their habits, tastes, etc. For this reason, it is recommended to always take into account the limit of said commercial promotion and know how to determine the moment in which the ad is no longer stimulating but rather overwhelming. This type of perception of commercial promotion by users normally occurs in the retargeting or behavioral targeting.

Targeting "unsuccessful"

Especially in the keyword targeting Ads may not be served correctly. A clear example would be an advertisement for an airline that is placed next to a report on a plane crash. This can also occur in the so-called "False Drops"- search results that do not have to do with what the user was looking for. In these cases it consists of targeting "unsuccessful".

Even if targeting is carried out using specific devices, if user behavior is not interpreted correctly, the target audience can be confused. For example, it is common for a notebook, in a shared family or apartment, to be used by people of different genders and ages. If a user is interested in sports shoes, showing ads exclusively about sports shoes will not be effective for other users of the same notebook.

Targeting and SEO

The Targeting is an important discipline for the SEO that provides the information necessary to make the most of the content of the target segment. If proper targeting is carried out, the Click Through Rate - CTR will increase and the Bounce Rate will decrease. Given that these are relevant values for Google when determining the positioning of a web portal, it is clear that the targeting it is part of good search engine optimization. Actually, keyword optimization is considered a form of targeting: Keyword Targeting.

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