课程: Programmatic Advertising Foundations

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Target audiences based on behavior

Target audiences based on behavior - Adwords教程

课程: Programmatic Advertising Foundations

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Target audiences based on behavior

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- [Narrator] Target Audiences Based on Behavior. The most powerful shift in programmatic has been the change from targeting audiences based primarily on demographics to targeting audiences that have expressed intent signals through their behavior. According to Google, ads served based on intent signals have a 40% higher purchase intent lift than ads based on demographics alone. Consumers provide the data that shows what they want through their searches, browsing, videos and research. A consumer researching a new laptop may visit two to three websites with laptop reviews. The advertiser can target the intent by creating a model for a campaign. The advertiser can target the number of pages, the website, search terms, or other behavioral factors. When the behavioral threshold is reached, such as five pages across three websites and a search using the word laptop reviews, the consumer's actions them into the campaign. The…

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