• Understand whom you are reaching when you target specific behaviors.
BT criteria ultimately brings you to people. Regardless of how you find them, it's critical to know who they are. This allows you to aim your campaign's creative to best trigger and tap into their dominant motivations. Good campaigns result from a feedback loop: identifying behavior helps you make contact with people, and learning about those people (using survey data, customer profiles and web analytics, for example) helps you recognize more of their behaviors.

One reason it's important to gather as much information as possible about your ideal customer is to find out what distinguishes eventual customers from all those other people you've targeted. Make a special effort to identify individuals in one segment who also fit into other -- overlooked -- segments, so you can include them in subsequent iterations of the campaign to broaden its outreach.

• Plan the campaign in relation to the behavioral targets of value.
Too many advertisers confuse contextual and demographic with behavioral criteria. They aim their campaign to reach car shoppers, for example, or college students, because the segment converts readily to customers. Yet they blithely neglect other potentially high-yield segments exhibiting some of the same pre-purchase behaviors. The question, ultimately, is "do you want to reach buyers or not?" If your goal is to move product, don't let your BT campaign get lost in pursuing less important or intermediate factors.