You may be asking, what exactly is interest-based advertising and how does it affect my business?
Interest-based advertising occurs when a search engine such as Google, look at what websites a user is browsing and use this knowledge to tailor their online experience by showing relevant ads. For example, if I enjoy fishing, I may browse online for different fishing poles and lures. Google will notice my search history and make a mental note in its system that I like fishing. When I search online again, I will see ads that relate to fishing, such as a new fishing shop in my area. Google has taken this idea of interest-based advertising a step further. The company has expanded this feature to group interests by numerous categories ranging from beauty and fitness to computers and electronics. According to product manager, Jon Krafcik, "with over 1,000 interest categories, we're confident that you'll find a category that fits your business. And with over 500 million users interested in these categories, you'll be able to reach a huge number of potential customers" (Crum).
You may also be asking why interest-based advertising makes sense. We can never know exactly what stage consumers are in online--whether they are doing initial research on a particular product or ready to make a purchase decision. The advantage of interest-based advertising is being able to track a consumer's history and using this data to reach consumers at all stages of the buying cycle. Consumer engagement is key--when they see your business ad repeatedly, they are more likely to remember your brand when they are ready to buy.
What do you think about interest-based advertising? Which interest categories fit your business? Will this type of advertising influence your online marketing strategy? Share your thoughts below in a comment!
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,000,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
For more information, check out Chris Crum’s article on WebProNews.com: http://www.webpronews.com/google-interest-based-advertising-2011-06