Return to Contextual Ads: We Can Do Better
Since serving ads based on search queries is a form of contextual advertising, yes, search falls under the strict definition of behavioral targeting. But as we've seen in my discussion of contextual advertising, context is only just the beginning.
A robust behavioral targeting strategy will differentiate between different types of search behavior. Cookies can be set upon a search click, and if prospects come to a search landing page, they ought to be segmented by whether or not their behavior indicates they found what they were looking for.
For instance, someone searching on "iPod" might end up at the Apple site. If that user touches one landing page and doesn't go into the site any more deeply, it's an indication that their informational or purchase need wasn't met. You might consider serving a different piece of creative to that user the next time they're encountered within your ad campaigns (segmentation) or even targeting that user (targeting) by purchasing additional behaviorally-targeted media. On the other hand, a user who explores the site more fully and purchases a 60GB video iPod and has it engraved can be upsold on other products, perhaps iTunes gift cards, accessories or other add-ons. If there's a specific effort geared toward selling accessories, that effort may want to target this user, since they know he recently purchased an iPod.
Next: How to Take Advantage
