What is interest-based advertising and how will it benefit me?

Interest-based advertising enables advertisers to reach users based on their interests (e.g. ‘sports enthusiasts’), and allows them to show ads based on a user’s previous interactions with them, such as visits to advertiser websites. To complement interest-based advertising, the Ads Preferences Manager lets users view and edit their interest categories.

Interest-based advertising should help monetize your website more efficiently, increase value for advertisers, and provide a better experience for users.

Source: Google

How does it differ?

Google currently targets advertising at surfers in one of two ways; either based on the keywords they look for using its search engine, or based on the content of Web pages they visit on the sites of partners enrolled in its AdSense program. Ads targeted in this way can only reflect surfers interests at the moment the ads are displayed, whereas the new system will allow targeted ads to be displayed on unrelated sites or in response to unrelated searches. For example, a surfer identified as interested in running might be shown ads for new shoes even when visiting a site about cooking recipes, or when conducting a search about airfares.

How does it relate to your customer?

As you might already know, many Maui visitors plan their vacation online and Maui residents  rely on the internet to comunicate with other islands, mainland and international. Reaching your audience can be tricky, sometimes advertisers simply flood the market and cross their fingers, other times we choose our intended audience and make efforts to reach them based on content, keywords and target sites (link backs), in this case we now have an additional tool in reaching our audience by targeting interest groups.

Lets see how good it works. Seeing is believing, so trial and error is the best way to learn how to use this new tool. Think of ways you can read your responses or filter your traffic (use a different entry page etc) so you can better gauge the conversion rates.

Good luck!

– Naim Ferguson