Behavioral targeting, which is also applicable to websites and landing pages, can significantly boost the overall effectiveness of advertising campaigns by finding target users more proficiently than standard advertising buys.

BT is a tactic for landing pages where advertisers can create campaigns specifically tailored to site visitors based on the pages they visit and what those users do on those pages.

I segment the BT opportunity for technology on landing pages into the following three categories:

Tracking behavior before users hit your landing pages
This is the scenario where behavioral segments and information are constructed by taking advantage of the aggregating user behavior data before they visit your site. The objective is to identify and target valuable customers based on individual traits, search patterns and behavior.

Take advantage of your referral source data -- where are users coming from, what keywords have they used to enter your site, what creative messages have they seen. Secure an in-depth understanding of the behavioral audience and customize the advertising campaign specific to your landing page. 

Author notes: Andreas Roell is CEO/founder of Geary Interactive. Read full bio.