• Targeting by interests and social parameters
• Google Analytics
Targeting
In order to reach the target audience, we targeted men and women aged 28-55 with relevant interests: household appliances, electronics, home furniture, repairs, etc. Next, clicked users were led to the landing page, where they could familiarize themselves with the new product and create a route to the nearest store to buy.
Google Analytics
By the start of the campaign, the analytics system was installed on the site and was partially modified for the mobile channel so that the data were collected correctly.
Statistics
We had access to site statistics around the clock, which allowed us to analyze the incoming traffic and efficiently manage the progress of the campaign.
Tracking macro
The use of the tracking macro in the click link made it possible to get detailed statistics for each application where the advertisement was placed.
Sites/Apps
We only left in the rotation the apps with high good post-click performance.
Traffic was purchased by the CPM payment model. Thanks to the high-quality optimization, it was possible to reduce the bid, to fulfill the planned amount and make a bonus of another 8% of impressions.
Achieving the agreed KPIs and data from Google Analytics:
Impressions:
Plan — 75,500
Fact — 81,311
• Clicks – 3,254
• Sessions – 2,338 (high percentage of conversion of clicks into sessions)
• Bounce rate – 47.65% (KPI being up to 50%)
• Average session duration – 1 min. 19 sec. (KPI being from 40 sec.)
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