Targetting Users with Ads improves Conversion

A study by Advertising.com which examined three advertiser campaigns targeted to personal finance, automotive and education behavioural populations, has found that conversion rates increase markedly for targeted impressions vs. run-of-network impressions.

Audience LeadBack anonymously tracks consumer activity across Advertising.com's web network, dividing audience segments up based on their web-surfing behaviour. For each advertiser, identical creative messages were sent to both a run-of-network audience and the behaviourally segmented audience.

Conversion rates may have increased, but click-through rates experienced the opposite effect - with the number of clicks decreasing for targeted impressions. These findings suggest that behavioural targeting actually increases the value of each click, as consumers who click on a targeted ad are more motivated to convert.

Scott Ferber, president and CEO of Advertising.com said: 'While we anticipated the rise in conversion rates, the reduction in click-through rates was an anomaly we didn't predict. It suggests that behavioural targeting can deliver more qualified clicks that result in more conversions. The result is increased efficiency - because fewer impressions and clicks are required to generate a higher volume of actions.'

Conducted using Advertising.com's Audience LeadBack behavioural targeting technology, the study confirmed that targeting consumers based on previous online behaviours not only significantly increases conversion rates, it can also improve overall campaign efficiency.

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