Behavioral Targeting: A Force for Good

Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management © 2011 Amiable Interactive
Find Your Audience Without Breaking the Rules
Privacy and Behavioral Targeting

© 2011 Amiable Interactive
Amiable Interactive
Search Engine Marketing, Pay-Per-Click Management
 Pay-Per-Click Management: AdWords, Microsoft
(Bing), Yahoo!, Facebook, LinkedIn
 Targeted Display Advertising
 Multi-Targeting – Location, Contextual,
Behavioral
 WordPress SEO
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What We Do

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 Focus on Ethical Marketing
 Data-Driven: Measurable Results
 Google Analytics Performance Marketing
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Our Mission

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Behavioral Targeting is Getting A Bad Rap
 Subject of Wall Street
Journal investigation
 Target of Multiple
Consumer-Interest
Groups
 Conjures up Stalkers,
Peeping Toms…
 …and Big Brother!

TV’s Mad Men series on AMC
Then again… advertising has always gotten a bad rap.

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If Behavioral Targeting is Like Big
Brother, Then The Question Is:

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Can You Use Behavioral Targeting…
…as a Force for Good?

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Because we’re all good guys here,
right?

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What We’ll Cover
 What Behavioral Targeting Is
 How to Fit Behavioral Targeting into Your
Marketing Mix
 How to Get Started
 How to Exhibit “Great Responsibility”

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What Is Behavioral Targeting?
(Can they see me in the shower?)

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Behavioral Targeting 101
“Behavioral segmentation
divides buyers into groups
based on their knowledge,
attitudes, uses or responses
to a product.”
Principles of Marketing,
Kotler, Armstrong (2005)

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Behavioral Targeting Says Me
“Behavioral targeting is,
essentially, interest-based
advertising.”
Privacy and Behavioral
Targeting, Hope Foster-Reyes
(2011)

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Euphemisms
“Behavioral Advertising”
“Interest-Based Advertising”

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How Does Behavioral Compare?
 Traditional online & offline display advertising targets by
publication or website subject matter.
 “Contextual” display advertising targets by the content of the
page itself.
 Behavioral advertising targets by the interests and affiliations
of actual people.
 Search Engine Marketing targets by the exact questions people
ask.

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How Does Behavioral Targeting Know?
 Traditional Online Display Advertising
• Web Browsing Behavior (via Cookies)
 New Ad Models Built for Social Media
• Profile Data
• Social “Likes” and Social Sharing

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Google Says
“Sometimes the ads we show you are
based on the content of the page you
are viewing.
Other times, the ads are intended to
reflect your interests which are based
on the content of the webpages from
participating websites that you've
previously visited.”
Source: What Are Ads by Google?

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Facebook Says
Facebook’s targeted advertising is
“materially different from behavioral
targeting as it is usually discussed.”
“In offering its free service to users,
Facebook is dedicated to developing
advertising that is relevant and
personal without invading users'
privacy, and to giving users more
control over how their personal
information is used in the online
advertising environment.”
Source: “Our targeted ads aren’t
creepy”, CNet News

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Telling It Like It Is
 Online Behavioral Advertising or “OBA”
refers to advertising served by ad networks
based on previous browsing behavior.
 But advertising on social networks based
on interests and affiliations is largely
behaviorally-based by definition.

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Behavioral targeting works because it
allows advertisers to speak to people
who actually want to hear what they
have to say.

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OBA Retargeting – An Example
Seen on: hippie dippie bébé,
A Natural Parenting Blog

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OBA Retargeting – An Example
Not Contextual – Behavioral

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OBA Interest-Based Advtg. Example

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OBA Interest-Based Advtg.Example
Not Contextual – Behavioral

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In Facebook Advertising – An Example
These ads pretty much
have me pegged:
o I’m female.
o I work.
o I have kids.
o I prefer natural products
and natural remedies.
…However they don’t address
what I’m actively thinking
about, as Google’s OBA
example reflects.

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Facebook Widget Advtg. – An Example
Pretty cool
articles my
friends shared
on FB!

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Does It Work?
 NAI Study: 2X Increase in Conversion Rate
• Run of Network Display Ad Avg. CR: 2.8%
• Behaviorally Targeted Display Ad Avg. CR: 6.8%
 Optigence Study: 192% Rise in
Clickthrough
 Internet Retailer: Small Businesses
• 50% Say Behavioral Targeting Increased Conversion (47.8%
Not Testing or Unsure)
• 71.4% Plan to Increase Their Focus on Behavioral Targeting

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Why I Like Behavioral Advertising
… I don’t have to see these ads anymore.

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Buying Cycle & Behavioral
Targeting
How to fit behavioral advertising into your marketing mix.

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AIDA Model
Awareness Interest Desire Action (Loyalty)

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Buying Cycle
Learn
Shop
BuyGet
Use

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Buying Cycle & Search Marketing
Learn
Shop
BuyGet
Use
Informational Searches
Comparison
Searches
Transactional
Searches
Navigational Searches

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Buying Cycle & Social Media Marketing
Learn
Shop
Buy
Get
Use
Recom-
mend
Social Media
Social Media
Social Media
Social Media
Social Media

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Behavioral in the Buying Cycle
Learn
Shop
Buy
Get
Use
Recom-
mend
Social Media
Social Media
Social Media
Social Media
Social Media
Informational Searches
Comparison
SearchesNavigational Searches
Behavioral & Display
AWARENESS
INTEREST
DESIRE
ACTION
LOYALTY
Transactional
Searches

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"On the Web specifically, advertising has moved into more
demand fulfillment as opposed to demand creation.
That's not really advertising. There's nothing wrong with it.
Doing search marketing and point-of purchase displays all works,
but it's not advertising. It's not about creating demand and
improving brand metrics.“
Jim Spanfeller, CEO of Forbes.com
Source: “Most Marketers Ignore Brand Metrics Online”, AdWeek
(June 2009).

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How to Get Started
Get your message to those who really want to hear it.

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Steps to Implementing
1. Set Your Objectives.
2. Choose a Platform.
3. Choose an Agency. (Pick Me!)
4. Implement Analytics Baseline &
Tracking.
5. Go!

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1. Set Your Objectives
 What action do you want your site/page
visitors to take?
 How will you measure success?
• Where are you now?
• Where do you want to be?
 Who do you want to attract?

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2. Choose a Platform
Platform Vehicle Demographic Behavioral
Facebook Facebook Ads Gender, Age, Location (down to
City + Radius), Language,
Relationship Status, Sexual
Orientation, Level of
Education, University
Attended, Job Title,
Specific Interests (Favorite Movies,
Music, Political Views, etc.), Specific
Activities, Facebook Groups, Facebook
Connections (Pages Liked, Events,
Apps), Interest Categories (Family
Status, Movie Categories, Sports, etc.)
LinkedIn LinkedIn Ads Gender, Age, Location (down to
Metro Area), Company Name,
Company Category, Job Title,
Job Function, Seniority
LinkedIn Groups
Twitter Magpie,
Sponsored Tweets
n/a Based on Twitter followers of
sponsored tweeter.
AdWords Interest Category
Audiences
n/a 1700 Interest Categories based on
browsing history
AdWords Remarketing
Audiences
n/a Past Visitors to specific owned web
pages

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3. Choose an Agency
 Consider:
• Experience in your industry.
• Ethics, especially in the case of WOM (Word of Mouth)
Marketing or Behavioral Targeting
• Respect for the big picture and coordination between
marketing activities along the buy cycle.

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4. Implement Analytics
 Consider:
• Engagement Metrics
• Multi-Channel Attribution

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Sample On-Line Portfolio
Targeting Goal Medium Platform Sample Terms Primary
Metrics
Keyword Direct
Response
Search
Engine PPC
AdWords best digital camera,
buy kleen kanteen
Direct
Response
Behavioral Direct
Response
Display AdWords Retargeting prior
site visitors
Direct
Response
Keyword Brand
Awareness
Search
Engine PPC
AdWords how to remove
stains, sunscreen
benefits
Engagement-
Based
Behavioral,
Contextual
Brand
Awareness
Display AdWords Campers & RV’s,
Fashion & Style,
Web Services
Engagement-
Based
Behavioral Brand
Awareness
Social Media
Advtg.
Facebook Scuba Diving,
Fantasy Football,
Carhartt
Engagement-
Based
Demographic
Geographic
Category
Awareness
Display AdWords Age, Gender,
Income, Region,
Metro-Area
Engagement-
Based

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Ethics in Behavioral Targeting
“With great power comes great responsibility.”

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“Privacy is a key ingredient for sustaining
consumer trust, which in turn is critical to
realize the full potential for innovation and
the growth of the Internet.”
Cameron F. Kerry, U.S. Department of
Commerce

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Understanding the Technology
 Google AdWords and DoubleClick behavioral targeting is based
on browser behavior stored in browser-based cookies.
 Facebook behavioral targeting is based on profile data,
interests, connections (“likes”), News Feed messages (status
updates and social shares), all stored in Facebook, with privacy
based on Facebook defaults and individual settings.
 Twitter behavioral targeting is based on public profile data and
public status updates.
 LinkedIn behavioral targeting is based on profile data and
group membership stored in LinkedIn, with privacy based on
LinkedIn defaults and individual settings.

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What are cookies?
Source: MunkeeFunkee on YouTube

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Please don’t delete your cookies!

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Could you tell me a little bit about
yourself?

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“I need to know some
information about you,
so I can serve you
better.”

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Trust, Perception and Attitude
 What we perceive to be a threat depends
on:
• Our Attitudes
• Our Associations

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Our Goal As Marketers
 Associate with ethical businesses
 Embody ethical principles

Ethical Marketing Needs A New Guidepost
3 Rules of Fair Play at Amiable Interactive

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Ethics In Marketing
 Amiable’s 3 Rules of Fair Play:
• We will not pursue marketing tactics that benefit our
company, but not our clients.
• We will work to ensure our marketing is held accountable to
our clients’ goals, and our reporting includes visibility into all
costs, including our own.
• We will provide marketing messages that are based in
integrity and transparency, upholding a pact of trust
between our clients and the customers they serve.

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3 Must Haves in Marketing
 Mutual Benefit
 Empowerment
 Transparency

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3 Must-Haves in Behavioral Targeting
Benefit
Am I providing
benefit to those
who see the ad?
Is there harm
done?
Empowerment
Do my ad viewers
know what’s being
tracked?
Can they opt-out
easily?
Transparency
Is information
about targeting
complete?
Is it misleading?

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Who Will Regulate?

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Current Bills in Committee
 Commercial Privacy Bill of Rights, S. 799
o John Kerry [D-MA], John McCain [R, AZ] Sponsors
o Introduced April 12, Referred to Committee on Commerce
 Do-Not-Track Online Act of 2011, S. 913
o John Rockefeller [D-WV] Sponsor
o Introduced May 9, Referred to Committee on Commerce
 Data Security and Breach Notification Act of 2011, S. 1207
o Mark Pryor [D-AR], John Rockefeller [D-WV] Sponsors
o Introduced June 15, Referred to Committee on Commerce

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The Digital Advertising Alliance

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OBA Compliance for Small Business

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DAA Compliance for Small Business
Work with a PPC
Management firm.
Create behavioral
campaigns with one
of the major ad
networks for small
businesses.

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Word of Mouth Compliance

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Providing Benefit
 Choose a provider that:
o Ensures security of data.
o Uses data for advertising purposes only.
o Avoids web beacons or uses them responsibly.
 Limit the information you use.
o Don’t use or track personal health or financial
information.
o Avoid excessive detail on browsing, such as specific
products from shopping carts.
 Make compelling offers.
o Use behavioral targeting to give your customers
what they want!

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Providing Empowerment
 Choose an ad network that:
o Visibly displays the “Ad Choices” logo.
o Educates about interest-based advertising; how it
works and the benefits.
o Allows granular level opt-out.
 Promote involvement.
o Use social networks and other mechanisms to
involve customers – seek customer feedback and
product ideas.
 Educate.
o Use blogs, social media, and newsletters to inform
your public about your commitment to choice and
mutual benefit.

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Ensuring Transparency
 Choose providers that:
o Have a clear privacy policy, especially one that is
easy to read an focuses on informing that risk
management.
o Actively stay abreast of FTC and government
regulations.
o Comply with existing WOM regulations.
o For large businesses, consider Evidon or TrustE.
 Display a privacy policy:
o For your site analytics.
o For your newsletter signup.
o For advertising displayed on your site, especially if
your ad provider utilizes OBA cookies.

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Privacy Policy Sample
“We utilize the services of Google Analytics and similar site tracking partners to help us improve the content
of our web site. When visitors to hippie dippie bébé have enabled javascript in their browser, Google Analytics
servers automatically record the same kind of information that your browser sends whenever you visit any
website, or when you use Google’s search services themselves. These server logs may include information
such as your web request, referrer, Internet Protocol address, browser type, browser language, the date and
time of your request and one or more cookies that may identify your browser.
However, we do not correlate this information with data about individual users. This data does not include
any personally identifiable information, such as name, address, phone number, etc. Google Analytics also
tracks and catalogs the search terms that users enter in our Search function; this tracking is never associated
with individual users.
We use third-party advertising companies such as Google AdSense to serve ads when you visit our website. By
doing so, we are able to support our ongoing efforts at informative and well-researched content. In their
efforts to display relevant, useful ads to our visitors, Google AdSense may use information (not including your
name, address, email address, or telephone number) about your visits to this and other websites. If you
would like to know more about this practice and your choices regarding the use of this information by
companies such as Google, more information is available via Google’s AdSense and DoubleClick privacy
policy.”
Source: hippie dippie bébé.com

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“With realization of one's
own potential and self-
confidence in one's ability,
one can build a better
world. ”
His Holiness the Dalai
Lama, Spiritual Leader of
Tibet

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What Marketing Is
 Marketing is just communication.
 Marketing can be “good” or “bad”.

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Our Goal as Advertisers & Marketers:
1. Embody ethical principles.
2. Associate with ethical providers.
3. Reach the people who want to hear what
we have to say.

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Online advertising isn’t going
anywhere.

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Who do you really want to talk to?

Thank you!
Let’s Be Amiable...

Behavioral Targeting: A Force for Good

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