• Targeting by interests, socio demographic targetings
• Google Analytics, optimization by apps used
Target Audience
In order to reach a relevant audience in the main part of the campaign, we combined socio-demographic targetings (M/F 25+) and GEO targetings (SuperGEO targeting around the shopping mall), and also used the interests of categories such as shopping, fashion, shoes, cosmetics, jewelry, gifts, home decoration, electronics, etc
Optimization
Throughout the entire period of the advertising campaign, optimization was carried out according to the statistics of the BYYD platform in conjunction with the statistics of Google Analytics. A pool of apps was selected daily, sessions from which gave the best behavioral indicators on the website that met the conditions established by KPIs.
The campaign was running for 3 months.
• Clicks to the website: plan — 28 245, fact — 29 150 (overachieved by 3%)
• Sessions — 20 960 (divergence of clicks / sessions – 29%)
• The average time on the website is 1:10
• Bounce rate – 41.87%
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