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Display & Video 360 reporting integration

 

► GETTING STARTED WITH GOOGLE ANALYTICS
► DOUBLECLICK BID MANAGER REPORTING INTEGRATION
► DOUBLECLICK BID MANAGER, OR DBM, IS A DEMAND SIDE
► PLATFORM
► THAT ALLOWS YOUR ORGANIZATION TO USE PROGRAMMATIC BUYING,
► INCLUDING REAL TIME
► BIDDING, FOR ITS DISPLAY ADVERTISING CAMPAIGNS.
► LIKE THE DOUBLECLICK CAMPAIGN MANAGER INTEGRATION,
► THE BID MANAGER INTEGRATION WITH ANALYTICS
► LETS YOU COMBINE DBM DIMENSIONS AND METRICS
► WITH YOUR ANALYTICS DIMENSIONS AND METRICS
► FOR EVEN MORE VISIBILITY INTO YOUR CUSTOMER’S
► JOURNEY.
► IN ADDITION, THIS INTEGRATION LETS YOU CREATE
► AUDIENCES
► BASED ON YOUR ANALYTICS DATA
► AND THEN TARGET BID MANAGER ADS TO THE CUSTOMERS
► IN YOUR AUDIENCE.
► LET’S TAKE A LOOK AT THE GOOGLE MERCHANDISE
► STORE’S
► LANDING PAGES FOR THE MONTH OF APRIL .
► THE TOP CONVERTING LANDING PAGE FOR ECOMMERCE TRANSACTIONS
► IS THE NEST PRODUCT CATEGORY PAGE.
► YOUR MARKETING TEAM CAN LEVERAGE THIS INSIGHT
► BY TARGETING USERS WHO HAVE SHOWN INTEREST IN NEST PRODUCTS.
► YOU WOULD START BY CREATING AN AUDIENCE FOR
► BID MANAGER
► CONSISTING OF USERS WHO EITHER
► VISITED A NEST PRODUCT CATEGORY PAGE OR SEARCHED
► FOR “NEST.”
► THEN IN BID MANAGER, YOU COULD SET UP A “SIMILAR
► AUDIENCE”.
► THIS LETS YOUR ORGANIZATION ADVERTISE
► TO USER LISTS WHO SHARE CHARACTERISTICS SIMILAR TO
► THE AUDIENCE YOU CREATED IN ANALYTICS .
► FOR A “SIMILAR AUDIENCE”,
► BID MANAGER
► WOULD FIND PEOPLE SIMILAR TO YOUR NEST CUSTOMERS
► BASED ON OTHER CHARACTERISTICS AND TARGET
► YOUR ADS TO THEM.
► YOU CAN ALSO LEARN MORE
► ABOUT PEOPLE WHO SEE
► OR CLICK ON YOUR BID MANAGER DISPLAY ADS.
► FOR EXAMPLE, LET’S VIEW THE DBM SITES REPORT.
► THIS REPORT DISPLAYS METRICS
► FOR PUBLISHER
► SITES WHERE YOUR BID MANAGER ADS ARE SHOWN.
► IMAGINE YOU WANT TO COMPARE THE PERFORMANCE
► OF VARIOUS ONLINE MEDIA OUTLETS, SUCH AS CNN.COM,
► FORBES.COM, OR NYTIMES.COM.
► SELECT THE METRICS GROUP “CLICKS” IN THE
► EXPLORER TAB
► AND NOTICE THAT MEDIA SITE
► GENERATES MANY STORE AD IMPRESSIONS.
► IN OTHER WORDS, PEOPLE VISITING MEDIA SITE
► ARE SEEING THE GOOGLE MERCHANDISE STORE’S ADS.
► SOME OF THESE PEOPLE MAY LATER VISIT THE STORE.
► BUT HOW MANY?
► AND OF THOSE WHO VISIT, WHAT IS THEIR BEHAVIOR?
► YOU CAN FIND OUT MORE BY CLICKING BACK TO
► SITE USAGE.
► HERE YOU CAN SEE THAT MEDIA SITE
► IS ASSOCIATED
► WITH VIEW THROUGH SESSIONS.
► THIS MEANS THAT SESSIONS RESULTED
► FROM USERS WHO SAW THE STORE’S AD ON MEDIA SITE
► AND LATER VISITED THE STORE.
► LET’S REVIEW THEIR BEHAVIOR ON THE SITE
► BY COMPARING WITH USERS FROM MEDIA SITE .
► YOU FIND THAT PEOPLE WHO SEE THE STORE’S
► ADS ON MEDIA SITE
► AND LATER VISIT THE STORE
► HAVE FEWER PAGES PER SESSION,
► A SHORTER AVERAGE SESSION DURATION,
► AND GENERATE LESS REVENUE
► COMPARED WITH PEOPLE WHO SEE THE STORE’S
► ADS ON MEDIA SITE .
► BASED ON THIS INFORMATION, YOU MAY CONCLUDE
► THAT ALTHOUGH MEDIA SITE GENERATES MANY AD IMPRESSIONS,
► THIS SEGMENT IS ACTUALLY LESS ENGAGED
► AND GENERATES LESS REVENUE THAN MEDIA SITE .
► THESE ARE JUST TWO EXAMPLES
► OF HOW THE POWERFUL
► COMBINATION OF BID MANAGER AND ANALYTICS DATA
► CAN BE USED TO IMPROVE OUTCOMES FOR YOUR BUSINESS.
► WE’LL EXPLORE THESE REPORTS LATER IN MORE DETAIL.

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