Marketing, Online Marketing, & Social Media: Lesson 10


Kate Nicewicz, the director of graduate programs for the College of Business at Tennessee Tech, discusses search engine optimization (SEO) and behavioral targeting in programmatic advertising.


Test Your Knowledge

To receive credit for taking this course through TSBDC, watch the video and take the quiz that will appear below to demonstrate your knowledge.

Video Lesson Topics

- What is Programmatic Advertising?

Programmatic advertising is the automated buying and selling of digital media. It involves

  • Defining a target audience 
  • Creating an ad for the target audience
  • Setting a budget
  • Letting the computers do the rest of the work with the preexisting data

The goal of programmatic advertising is to target the right audience with the right ad, on the right device, at the right location, at the right time.

- Google and Facebook Ads

Successful behavioral targeting involves audience data segmentation. Google and Facebook make up 60% of ad spending, which equates to $76 billion in the US. The data these websites have are tied directly to their user profiles. Google has a large reach and can serve as the ad broker, the data collector, the delivery network, and publisher all at once. To set up using a campaign using Google you can choose to use

  • Search ads
  • Youtube ads
  • Retargeting ads
  • Display ads
  • Programmatic ads

All you have to do is upload your creative and set the prices.

- Behavioral Targeting

Behavioral targeting involves targeting consumers based on intent. Research shows that ads served based on consumer intent have a 40% higher purchase intent life. Consumers provide the data that shows what they want by visiting different website, viewing content, and using specific search terms. Consumers are then placed into a campaign queue, where they’re served personalized ads. This allows advertisers to develop different personalized strategies for advertising.

- Location Targeting

Location targeting is another tool advertisers use to ensure their ads are delivered to the right target audience at the correct time. With location targeting, a consumer searching from a specific location will be reached by ads that are specific to the current location (geofencing). In addition, marketers can also implement targeting based on consumer demographics, such as age, gender, and sociographics.

Topics & Lessons

Each Below Topic Contains a Video Lesson and Helpful Downloadable Information


How to Talk to Your Customer – What are my Options?


How to Tell Your Business’s Story


What do Your Customers Need?


4 Cs of Marketing


Market Research and Segmentation


Is my Marketing Working?


Hiring Digital Marketing Professionals


Social Media Management Platforms


Designing Your Own Website




Developing an Online Marketing Strategy


Responding to Online Customer Feedback


Resources for Website and Social Media


Social Media


Measuring and Understanding Analytics


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