Your client, an accessories retailer, would like to attach their consumers’ behavior to their annual business goal of 20% revenue increase. Within Display & Video 360, what should they set up to get that info?
To attach consumers’ behavior to the annual business goal of a 20% revenue increase within Display & Video 360 (DV360), your client can leverage various features and setups. Here are some key steps they can take:
- Conversion Tracking:
- Implement conversion tracking to measure specific actions that lead to revenue, such as online purchases or form submissions. Set up conversion goals that align with the business’s key performance indicators (KPIs). This will allow DV360 to attribute conversions to the appropriate campaigns, ad groups, or creatives.
- Revenue Tracking:
- If the client’s goal is a 20% revenue increase, it’s crucial to track actual revenue generated from online sales. Integrate revenue tracking within DV360 to associate the monetary value with each conversion. This information will be instrumental in assessing the impact of the campaigns on overall revenue.
- Audience Segmentation:
- Utilize audience segmentation to understand the behavior of different customer segments. Create audience lists based on actions such as website visits, product views, or completed purchases. This information can be used to tailor ad messaging and targeting strategies for specific audience segments.
- Dynamic Creative Optimization (DCO):
- Implement DCO to personalize ad creatives based on users’ behavior and preferences. By dynamically adjusting creative elements, such as product recommendations or messaging, advertisers can enhance engagement and encourage conversions.
- Attribution Modeling:
- Choose an appropriate attribution model to understand the contribution of each touchpoint in the customer journey to conversions and revenue. This helps in allocating credit to different ads or campaigns that influence the final conversion.
- Performance Analysis and Optimization:
- Regularly analyze campaign performance data within DV360. Identify top-performing creatives, placements, and audience segments. Use this information to optimize campaigns in real-time, focusing budget and efforts on strategies that drive the highest return on investment (ROI).
- Set Realistic KPIs:
- Establish realistic and measurable key performance indicators (KPIs) aligned with the 20% revenue increase goal. Monitor these KPIs regularly and adjust strategies based on performance trends.
- Use Predictive Modeling:
- Leverage predictive modeling features within DV360 to forecast potential outcomes based on historical data. This can help in making informed decisions and adjusting strategies to achieve the desired revenue increase.
By implementing these strategies within DV360, your client can effectively track consumer behavior, optimize campaigns, and align their efforts with the annual business goal of a 20% revenue increase. Regular monitoring and adjustments based on data insights will be key to achieving success.