Behavioral retargeting of individuals who use search -- to show the most relevant ad -- is a huge opportunity in search marketing. Yet there's room for improvement. Last in a series.
Behavioral targeting offerings, particularly those from search engines, leave a lot of room for improvement. Last time, I started a wish list for the search engines. It continues here.
I've probably forgotten important features and elements that would make behavioral search retargeting products from the search engines even more powerful. But if the engines keep the lines of communication open with industry leaders on the agency, technology, and client side, they'll get the suggestions they need. However, it's important to realize that the technology's power users will have a different preference as to the level of targeting and complexity than low-sophistication marketers. Yahoo made this mistake years ago when it changed its match types to "standard" and "advanced" because some larger dumb agencies and big-spending advertisers asked for reduced complexity. I hope all advertising product managers can learn from that mistake.
I anticipate we'll see some significant advancements in behavioral targeting on the search marketing front in the next year or two. If you are a marketer, one way you can get your feet wet now is to start retargeting your current search visitors.
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Kevin Lee, Didit cofounder and executive chairman, has been an acknowledged search engine marketing expert since 1995. His years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. The company's unparalleled results, custom strategies, and client growth have earned it recognition not only among marketers but also as part of the 2007 Inc 500 (No. 137) as well as three-time Deloitte's Fast 500 placement. Kevin's latest book, "Search Engine Advertising" has been widely praised.
Industry leadership includes being a founding board member of SEMPO and its first elected chairman. "The Wall St. Journal," "BusinessWeek," "The New York Times," Bloomberg, CNET, "USA Today," "San Jose Mercury News," and other press quote Kevin regularly. Kevin lectures at leading industry conferences, plus New York, Columbia, Fordham, and Pace universities. Kevin earned his MBA from the Yale School of Management in 1992 and lives in Manhattan with his wife, a New York psychologist and children.
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