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Behavioral and contextual advertising

Since years there’s a discussion about which kind of advertising is better. Some people say, the old contextual targeting will be banned by the behavioral advertising. Others say that they complete themself and the best way is to use them both. But probably it depends on the situation for what you’re using it for.

Contextual advertising means, that the ads on a website are chosen because of the content of the website. For example when you see an ad for a snowboard on a website for a sport forum. There are several approaches of contextual targeting. One way is to differenciate the websites by categories before and then give them the right ads. Another approach- connected to the SEO- is to show ads on those websites with certain keywords. So the better your keywords on your website are, the more will the ads fit to your content.

Behavioral advertisement is a target group oriented way of advertising. It segments clients on the base of their behaviour how they surf in the internet. To do so many factors get considered like their visited pages, what they searched for, which links they clicked or what products they bought, the bounce rate etc. Also it’s possible to integrate data from the mobile phone or even in store purchases. For this they use factors like your location. So clients with similar behavioural patterns will be classified in the same group. Like this those ads can be shown to them, which suits their online and buying behaviour. One example for behavioural targeting are the retargeting ads.

Behavioral Targeting can be used for the SEO. After all, the better the customer approach on the web, the more clickable the banner ads. This is where Google Analytics can be used specifically – for example, to analyse the keywords that bring the most visitors to your website.

Ad targeting is also an important means of creating, changing or adapting content in the most user-friendly and targeted way possible. The better the click-through rate and the lower the bounce rate, the higher your position on Google. Therefore, behavioural targeting is also an important aspect for SEO. Ad targeting is part of sustainable search engine optimisation. Keyword research is also an aspect of behavioural targeting.