Thanks to analytics, we can form a portrait of the target audience and further optimize advertising by adjusting rates for different traffic segments. In order to correctly determine the user’s profile, you need a sufficient amount of data, so in some niches you need to take a period of several months. We use the “conversion ratio” in the context of different parameters. This ratio is calculated by dividing the number of conversions by the number of sessions. It shows the ratio of the number of site visitors who performed a targeted action thereon relative to the total number of visitors. Define age and gender. Go to the Audience > Demographic Data > Age/Gender tab. Since we slightly changed the columns, removing unnecessary ones, Analytics shows that we have made our own report, and there is no need to do it on purpose. Go to Audience > Mobile devices > Overview and check the conversion rate by device. To know which day of the week the highest Conversion ratio is, go to Traffic Sources > Source/Channel. Select cpc channel (you can choose any other channel you want; we analyse by CPC). Select additional option Week Days. Number 0 means Sunday; 1 means Monday Location. Go to Audience > Geography > Locations. Usually, we see a long list with sessions (there are very few of them) not from target locations. To analyse targeted traffic only, add a segment with the required region or the required number of sessions. Thus, regions with 1-2 sessions will disappear, and only the ones you need will remain. Select additional parameter “region” or “city” to split the indicators.   Let us note that it is not necessary to analyse the whole traffic, but by channel, since everything can differ significantly. In our example, we see that Conversion ratio is higher for men, age 25-34 and 45-54, the region is Odessa and the highest Conversion ratio is observed on Thursday. Now we can adjust the rates for these parameters on Google AdWords. We increase the rates for the first two positions, for the rest we can lower them a little. If budgets are tight, we exclude metrics with low conversion rates. E.g., age category 65+ can be excluded.  

Promotion channel: contextual advertising (Google Ads) Client: Travel agency GEO: Ukraine (excluding the JFO zone and Crimea) Campaign duration: March 28 – April 28 (2017) Target: to get a maximum number of conversions within the ad budget allocated by the client. Result obtained: conversions growth - by 171%; conversion cost decrease – by 2.5 times. Since it was not technically possible to track direct conversions, weighted conversions i.e., the sum of micro conversions subject to their importance (weight) were used to optimize advertising campaigns. The following targets were used: 1. Click on the “Order a tour” button 2. Click on the “Where to buy a tour” button 3. Click on the “Get price” button 4. More than 10 tours viewed NCC (КУК) — the number of conditional/weighted conversions (a weighted indicator that covers all targeted actions subject to their significance); CCP (ЦУК) — conditional/weighted conversion price; We have set up Search campaigns, Display Network and Remarketing campaign. The search campaign was initially the most effective. However, after optimization, display remarketing gave the best results. Since the budget was quite small, we did not test further, and distributed the rest of the budget in favour of remarketing. Groups within the campaign were divided by country and by duration. As concerns Display Network, relatively high rates were required to ensure the required amount of traffic, while the Conversion ratio was significantly inferior to the search and remarketing campaigns. After the first week of testing, the Display Network campaign was completely disabled to maximize the efficient allocation of the remaining ad budget. Result obtained First week: The number of weighted conversions is 85.20; Price of weighted conversion is UAH 10.44 Last week: The number of weighted conversions is 231.40; Price of weighted conversion is UAH 4.45   Author: Illia Samilenko