Expert Interview with Patrick Zeng on Targeted Marketing

targeted marketing

As an advertiser, it can be tempting to follow the logic that the bigger your audience is, the better chance you’ll have of selling your product.

But, cautions Patrick Zeng, CEO of YesUp Ecommerce Solutions Inc., parent company of, when advertisers try to capture a wide range of audiences across different channels, verticals and industries using a mass marketing strategy, they might actually find a limitation in the number of qualified sales on their campaigns.

“What Clicksor can do is help segment the audience in accordance to whom the advertisers would like to focus toward,” he says. “This way, advertisers will be spending their money effectively with relevant visitors reaching their ads.”

SEE ALSO: Job Boards Should Focus on Targeted Sourcing Over Quantity

We recently checked in with Patrick to learn more about how Clicksor works and to get advice on best practices for drawing in and converting visitors to your site. Here’s what he had to say:

Targeted Marketing

Tell us about Clicksor…what products and services do you offer? Inc. is an online contextual advertising network based in North York, Ontario. As a sister company to YesUp Ecommerce Solutions Inc., we help connect ads with the most relevant websites to provide growth opportunity for businesses. We serve approximately 2 billion ads on a global scale monthly with over 350,000 websites in our network.

Being in business for over 10 years, we have adapted to the advancement in technology from starting off as an affiliate company to becoming one of the top advertising network today. We provide different services for both our advertisers and publishers to earn money. We help advertisers target their ads on websites we have in our system to boost conversions.

On the publisher side, we provide tracking codes in a form of JavaScript, XML Feed, or direct link where they can place it on their website to earn money.

What sets you apart from other marketing agencies?

We make online advertising very customizable for our clients, which is what I believe sets us from other marketing agencies. We have nine different targeting features to choose from, four different ad formats to use and an automated tracking and reporting system that provides live results.

How might online job boards be able to utilize Clicksor to draw both job seekers and recruiters?

The interesting thing about Clicksor is the technology they use that can help many companies from different verticals. In the aspect of online job boards, Clicksor is able to connect recruiter ads with the right candidates who are interested in the position. This way, recruiters advertising their job posts are able to utilize their budget effectively by finding the qualified leads.

What are some best practices for businesses that want to reach out to a more targeted audience?

To reach out to a more targeted audience, segmentation is the best business practice to run an effective ad campaign. This starts with understanding the consumers for your product or service and categorize them into different segments including geographic, demographics, psychographic and behavioral segmentations. This way, it will be much easier to select the type of targeting features you believe to be the most ideal to use for your ad campaign.

What is contextual technology and how does it work?

The contextual technology that we use is pretty much the bread and butter of our ad network. It is part of the process of delivering ads on websites that share a high relevancy in audience. This technology has proven to work very effectively for our advertisers in 1. reaching targeted visitors and 2. converting visitors into customers. Advertisers looking to use in-line text and graphical banner ads will enjoy utilizing our contextual technology as delivering their ads to highly targeted visitors will help optimize their campaigns more effectively.

Why is this type of technology necessary to broadcast through the internet noise?

Traditional marketing was once the core of every business’s marketing activities. The emergent of the World Wide Web in this generation has shifted the business model toward digital marketing. With over 2 billion users actively on the web, it is hard to ignore how effective online advertising can be and the possible growth opportunity for any business. One factor that illustrates the effectiveness of online advertising is the cost of digital marketing expense. Marketing expense advertising online can possibly be 10x less than traditional marketing. Why? Because of all the accessible tools available online such as social media, blogging and targeted audience. With the choice of being able to pay by click, by view or by impressions, it gives advertisers more flexibility on creating their ad campaign. Remember, digital marketing is not a replacement of traditional marketing; it is an alternative.

What is behavioral targeting and where might we be seeing it online?

Behavioral targeting is a technique used by advertisers to increase the effectiveness of their campaigns through information collected on an individual’s web-browsing behavior – such as the pages they have visited or the searches they have made – to select which advertisements to display to that individual.

You won’t be able to physically see the process transpire as a cookie is placed onto the computer when a user visits a website. The cookie has details about user visits that help separate them into a specific group. From that point, websites that use behavioral targeting will only show information that is relevant the user.

What changes or innovations excite you the most when it comes to further honing targeted advertising?

Over the past six years, retargeting has begun to change the online marketing landscape. Retargeting is when you spend for leads to be sent to your website. They are leads to your website because they are either interested in or have the desire for your products.

However, for whatever reason, these browsers left your site without purchasing or subscribing to your mailing list. Retargeting involves precisely targeting users who have active purchase intent, eliminating wasted impressions and clicks. According to our statistics, the campaigns with retargeting have a 40 percent increase of conversion over those without retargeting.

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