My Search History – Google Moving Into Behvioral Targeting?
As I mentioned in my previous blog entry, David Berkowitz wrote an interesting article in the most recent issue of MediaPost’s Search Insider about Google’s recent beta launch of My Search History. The article made me consider the ultimate goal Google is really trying to accomplish here: future behavioral targeting programs — or perhaps even demographic targeting programs?
Right now Google can only target ads based on content — either a search term that was typed in or contextually embedded on content pages. However, as any publisher will tell you, it’s much better to sell a person than to sell content. Content doesn’t buy products and services, people do. Take the following example. Let’s say a person has a history of searching on Google for various high-end legal terms which have high CPCs — or browses high-end legal sites embedded with Google AFS. Later that person comes back and does a Google search for model airplanes or visits a general hobby site embedded with AFS. These terms have low CPCs. Ah, but now that Google knows that person is active in the legal field by tying that person to their search history, they can target higher yielding legal ads to that person on search terms and sites that would have had lower CPCs.
The Google toolbar, My Search History, gMail, and even the new virtual storage that they are offering are all tactics that can lead to a common goal: creating a behavioral / demographic profile of Google visitors. Once you have such a profile, you can begin to target advertising much more effectively than mere contextual advertising. Very smart marketing and a great way to extend their mission without the expense of traditional circulation qualification strategies.
2 Responses to “ “My Search History – Google Moving Into Behvioral Targeting?”
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Eric, thanks for your thoughtful response.
Here’s the big counter-question: Can Google get away with selling behavioral? And would it even work? Let’s take your example – a fine one at that, and one that’s very plausible. If the person’s searching for model airplanes, all that matters for that person is he wants a new tail piece or glue gun or fan site. He’s not looking for legal advice then, so why would he tolerate being served an ad that’s not in line with completing his mission?
This is where search turns other ad models on their ear. You can do behavioral targeting for display ads because the ads are far enough removed from what people are doing. They’re the sacrifice people make for free content (or not even, in the case of sites like WSJ.com).
Behavioral targeting could come up with contextual – thus, Gmail, and Google’s AdSense network, and Google’s image ad network that’s just now coming to fruition. Contextual works more along the same principals as banner ads than search. A behavioral twist to it could happen, not without significant controversy though.
Alright, I’ve ranted enough – but I love these types of discussions.
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David Berkowitz
Director of Marketing
icrossing, inc.
http://www.icrossing.com
http://www.reversedirectmarketing.com
You certainly hit one of the big ifs in your article — will users allow Google to do this — and of course the other big if is will advertisers and Google’s AFC partners allow behavioral targeting. I think they will if the ROI is there.
The final problem is with behavioral targeting in general. It’s not just the person’s demographics that are important when targeting advertising, but the person’s active role and mindset. Most of my waking life, I’m an emedia guy and interested in all things about emedia. But I’m also a pilot, husband, home owner, and musician. When I’m in those roles/mindsets, I don’t think I’m as likely to respond to emedia-related info and advertising (although this would be an interesting test). I think it has yet to be proven if behavioral targeting works well enough to overcome those role/mindset barriers.