If we need to pay for our traffics, we want our traffics be more targetted. To run your ad campaign more efficiently, you need to get familiar with the ways that you can apply to tune your ad campaign. Below I am going to list some of the terms in this area.

Ad scheduling (day-parting)

If you don’t want to run your ad campaign 24/7 b/c your office is not running 24/7, you can do ad scheduling right now. In Google AdWords, this is called Ad Scheduling. In Microsoft adCenter, it’s called day parting. Basically, you choose what hours you want to display your ad, and it’s only shown during those hours.

If there are times of the week/day that your phone doesn’t ring very often and you wish to help incentive the audience to click and call you during these time period. Create a discount creative that only shows like Friday to help your business to get more calls. This is called time sensitive offer. This also can be achieved now.

Frequency cap

In Online Advertising it is the restriction on the amount of times a visitor is shown a particular advertisement when visiting a Web site. Cookies are used to track the number of times the particular ad has been shown to a visitor.

Limit the same ad to show once per user, per day, is a good rule of thumb. However, if your frequency ad is ad-basis, you may have a chance to show ads with the same message but in different size or format under the same ad campaign more than once per day. Unless your ads of the same campaign have a progressive message to show your audience, you should set your frequency cap at the ad campaign level.

Frequency cap can also be used as a measure to anti-click fraud. It can prevent duplicate clicks originating from the same IP from being deducted from your budget in PPC.

Behavorial Targeting

Behavioral targeting (BT) is an advertising methodology in which an advertiser’s creative is shown to users based on the sites they visit and/or what the user does on those sites. There are 3 main types of behaviorial targeting.

(1) Type 1 is based on the sites users have visited. This is the most common type of Behavioral Targeting. In this case behavioral segments are developed by aggregating users who have gone to specific web sites that have very targeted content.

For example, repeat visits to a Web page with reviews of sport utility vehicles, coupled with a cruise to the automotive section of classified ads on a site, clearly indicate at least a curiosity about SUVs.

(2) Type 2 is based on keyword searched or content they have read.

(3) Type 3 is based on past visitors to your website. This is typically achieved by placing simple codes on your web page. A simple implementation would involve a single code on the home page. Better results could be found if multiple codes were placed on different pages. By doing this you could create segments for “Home page viewers”, “Product information viewers” and “Shopping cart abandoned”. Based on these segments you could develop and deliver different messages to these three different segments. This is what we called “Retargeting“.

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The role of behavioral targeting in online advertising

Currently, everyone’s talking about behavioral targeting. We all know who offers it; the list goes from prominent players such as Tacoda, Revenue Science, and 24/7 Real Media to rising stars such as Accipiter, Poindexter, and various others.

If we apply behavioral targeting to the four phases of the consumer buying process (need recognition, information search, evaluation/comparison, and purchase decision), we clearly see a strategic fit for every stage.

Technically, you need to place a tracking pixel to the advertiser site to record the behavior.