What is Behavioral Affiliate Marketing?

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Behavioral marketing is the strategy of targeting leads or customers based on specific actions they take on a website, rather than just the pages they view. Then, marketers use behavioral segmentation to target specific consumers based on the actions they take.

Rather than throwing a bunch of ads at consumers and hope some of the marketing message sticks, behavioral marketing takes information like browsing and search history, IPs, and cookies and uses this information to build a definitive profile of the user, and then tailor marketing messages accordingly.

Types of Behavioral Marketing (with Examples) 

Behavioral marketing encompasses a wide range of marketing strategies, including retargeting (also known as remarketing), email marketing, product suggestions, and much more.

All of these are facets of behaviorally-based targeting and can be used as standalone strategies or coupled together for even greater effect on your target audience.

Retargeting Behavioral Marketing Examples

Retargeting and remarketing consider the pages and products you’ve viewed, and then show them again even if you’re not on the original website. Both Google and Facebook offer retargeting options in their respective advertising platforms.

You’ll need to think about which segment of your audience you want to retarget and what kind of offer you want to present.

Behavioral Segmentation Email Marketing

Behaviorally-targeted email is another example of behavioral marketing. Instead of using the pages that users visited or the actions they took on those pages, behavioral targeting via email targets users based on their status or actions with the site (whether they’re subscribed, added an item to their cart, and so on).

Nordstrom

Nordstrom shows you the item(s) in your cart and lets you view your bag directly. However, this cart recovery ad could still be improved by linking to a method of contacting support or live chat so the user can get answers to any questions that might be holding them back from converting.

Nordstrom cart recovery behavioral marketing example

Birchbox

Here’s an example retention email sent to users who unsubscribed from the Birchbox service with a 20% off discount for rejoining the subscription service.

behavioral marketing example birchbox triggered email

Demographic Targeting Behavioral Marketing Examples

This is one of the most common types of behavioral targeting and looks at things like gender, age range, education level, geographic location, race, and other traits to “paint a picture” of a user based on their browsing habits.

Of course, advertisers are keen to leverage these differences and often repackage and rebrand their products accordingly.

pink razors behavoiral marketing example

Note: There has been pushback against extremely gendered packaging, like Bic for Her, a pen marketed specifically for women. Be careful not to over target and push your audience away.

Even when you’re not online, demographically-targeted ad examples are all around you.

Toyota

An ad promoting the fuel efficiency of the Toyota Prius targets consumers looking for ways to reduce their impact on the environment.

Toyota Prius behavioral marketing example

Pepsi

A “skinny” can of diet Pepsi targeted women trying to watch their calorie intake.

 

pepsi behavioral marketing example
Not surprisingly, you can target your behavioral marketing ads to users’ specific demographics, right down to their professed interests. Facebook has turned this kind of targeted advertising into a fine art.

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CPM, CPC, CPL, CPA, and CPI: What’s the Difference?

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CPM, CPC, CPL, CPA and CPI are super popular marketing acronyms used and mentioned on every corner. Terms like Cost per Click, Cost per Lead or Cost per Impression often become the company’s KPIs for their unique ability to determine marketing activities profitability. 

Why is it important to understand the efficiency of advertising campaigns and the distribution of marketing efforts? 

Because if you don’t know how to work with marketing numbers and do not monitor them on a regular basis, you may suddenly realize that the cost of advertising exceeds the income or that the marketing agency that you hired is not working efficiently. Defining strong KPI (Key Performance Indicators) like CPM, CPC, CPL, CPA and CPI prevents that.

CPM, CPC, CPL, CPA, & CPI Advertising Models

When choosing which Key Performance Indicators to track its important to understand their definition, what do they mean for business and what are the differences between each. Let’s take a deep look at these mysterious acronym creatures and find out what they mean in the underlying section. 

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CPM (Cost per Mille) 

What is CPM? CPM advertising is a cost you pay for a thousand (mille from Latin) impressions your ad gets exposed to. It comes from traditional television, radio and newspaper marketing, where to calculate CPM you’ll have to take the whole campaign budget and divide it by the number of impressions (expressed in thousands) it generated. 

In online marketing CPM is mostly used for banner advertisement and for comparing different media budgets – say, blog post to influencer video ad – to see which one offers a better deal for a thousand impressions. But don’t forget – you are buying a thousand eyes on your ad, but it doesn’t determine how many people out of that thousand are actually interested in what you have to offer. 

Quantity does not always mean quality, so use the CPM advertising metric only in conjunction with other performance indicators, like CPL, to really understand the efficiency of your media buying efforts.

CPC (Cost per Click) 

What is CPC marketing, you ask? CPC advertising is a media buying model in which advertisers are charged only when the actual click on the ad has been made. Cost per Click represents the highest amount you are willing to pay for a single click, but oftentimes you’ll be charged less according to your website’s quality score, which includes relevance to the user, Click through rate (CTR) and landing page quality. 

Advertisers often prefer CPC strategy to, say, CPM marketing, described above, because with CPC you actually pay only when the user is interested enough to know more about the product. 

Thanks to this, CPC advertisement is one of the most cost-efficient and popular media buying methods used in Google Ads, Youtube Ads, Bing Ads, Facebook and Linkedin Ads and other Pay per Click advertisement platforms. 

CPL (Cost per Lead) 

Now that you’ve read about CPM and CPC, you’ve probably already guessed what is CPL all about. Cost per Lead, or CPL marketing, is a media buying model where the advertiser pays for information on a potential client (i.e. lead) interested in their services. 

CPL advertising is generally bought from Cost per Lead services that offer a list of prospective clients with their names and personal information such as phone numbers or email addresses. CPL marketing is often utilized by companies in order to build their customer base or remarket to an existing one, by using an acquired Cost per Lead information as databases for email newsletters, reward and loyalty programs, advertisement campaigns etc. 

CPA (Cost per Action) 

CPA, which stands for Cost per Action, or Cost per Acquisition, is a buying model where advertisers pay only if a certain desired action – sign-up form completion, subscription or sale – has occurred. This is one of the safest methods of driving sales through buying media on the market of today, as it presents as low risk as possible. 

With CPA advertising and CPA site solutions, you only pay for what you get – if the potential customer fails to complete the purchase you are free of any costs for efforts it took the CPA service to bring the customer in the first place. 

In a way, CPA marketing is similar to that of CPL, described in the paragraph above, although with CPA you pay for an actual sale as opposed to receiving an interested customer willing to make a purchase.

CPI (Cost per Installation) 

Last but not least – Cost per Installation! What is CPI marketing? CPI is a media buying method where advertisers (quite often app developers) only pay if their application has been downloaded. Many if not most app business owners and app marketing managers are choosing CPI advertising over other paid marketing models. 

Just like with Cost per Action described above, with Cost per Installation you pay only in the event your application has been installed, which seems like a safe media buying method. But beware – you can find a reputable vendor who chooses users that will actually use your app, or a scam vendor who will offer in-app rewards like +50 coins if the user downloads your app, which they will probably most likely later delete. 

Some vendors will even drive bots who will download your app and then delete it to make room for new ones, while you will be thinking you are paying for actual living things enjoying your app.  

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What is CPL?

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Cost per lead (CPL) is one form of performance-based adverting. In some ways, it’s a middle ground between online advertising models like cost per impression (CPM) where a publisher is not directly rewarded or punished tied to how that traffic performs, and cost per sale where the publisher bears complete responsibility for how that traffic converts… even though they can’t control everything that happens on the advertiser’s site. 

Unlike cost per sale, the company generating the leads doesn’t have their compensated directly to the sales conversion of those leads. However, for an advertiser to keep paying for leads from the same source, the leads ultimately must produce an acceptable conversion rate.

The cost per lead model helps share the responsibility for performance between publishers and advertisers. Publishers are responsible for putting their ads in from of the right audiences in the right ways to generate response. Advertisers are responsible for maximizing the conversion of those leads into sales.

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What is a Lead?

Before diving too deep, let’s first define the term “lead.” A lead is a potential customer that has arrived through one of your marketing channels. They have provided you with a way to contact them, such as a phone number, an email, or even just a name. The type of contact information collected will depend on how the contact got to you and what kind of business you operate.

Where Do Leads Come From?

Lead generation can come from digital marketing channels or from the good ol’ meatspace. For instance, you can get someone’s email through a Google AdWords campaign or you could get someone’s business card at a trade show. Both are examples of leads, and each has unique costs associated with it.

What is a “Qualified” Lead?

A qualified lead is like a regular lead, but better. Not only does a qualified lead provided you with contact information, but they have been vetted, through validation methods such as questionnaires and market research, to make sure that they are actually in your target audience.

A qualified lead is someone who has been identified as having a need for your services, the budget to buy, and a desire to find a solution to the problem you solve. A qualified lead should have a much higher than average likelihood of ultimately purchasing your product or service (converting), which is why many companies track regular leads versus marketing qualified leads and sales qualified leads.

Who Might Be Interested in Determining Cost Per Lead?

Anyone who wants to track their marketing effectiveness at a granular level should know how to determine their cost per lead. If you can lower your cost per lead while generating the same revenue from each lead, you’re doing it right.

CPL is an especially important metric for direct response marketing, which is marketing that includes a call to action. Examples of this type of marketing include digital display ads with  CTAs such as “Click Here to Buy” or “Get the Guide”. In these instances, it’s straightforward to determine the cost per lead coming through the channel because the user action is easily tracked. You simply take the amount you spend on the channel and divide it by the number of leads generated.

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