Measuring the different conversions or actions of value that a user can perform on a given website is one of the best ways for account managers to optimize their marketing campaigns. Google Adwords. Make a purchase, fill out a form, make a call....
However, since 2016, Google Analytics makes available to advertisers the so-called Smart TargetsAnother type of "micro-conversion", less common than the previous ones, will help us to further optimize our advertising actions.
What are smart targets?
Google Analytics includes as Smart Targets those visits that are most likely to convert. To do so, it takes into account multiple variables about the behavior of users on the website: session duration, bounce rate, pages per session, location, device, etc.
How do I configure them?
Very simple! To activate these Smart Targets all we have to do is go to the Administrator inside our Google Analytics account and at the level of View go to section Objectives. We will create a new target and select the option of Intelligent Targetas can be seen in the following screenshot:
Once activated, we will be able to see them in the section Reporting > Conversions > Targets > Smart Targetswhere something similar to this will appear:
It can be perfectly observed how the tool carefully selects the best visits and attributes them to the fulfillment of the Intelligent Target. However, not all of these visits end up converting (which is what we are really interested in), so why not advertise on these qualified visits that the tool is providing us with?
Some applications of Smart Targets in Google Adwords campaigns
The possibilities are endless, but, as always, the hard part is thinking!
We would like to share with you a possible use of these Smart Targets. We have segmented a very small percentage of users who meet these objectives, i.e., who do not bounce, whose average session duration is high, who browse several pages, etc.
Why not create an audience with them? We will simply have to indicate the achievement of this objective.
Once created, we can go to Google Adwords and create a Dynamic Remarketing campaign, showing these users the products they have previously browsed the days after that viewing.
We are impacting users who are really interested in our products, we can't fail! However, many of the users who are included in this audience have already bought from us and, therefore, we are not interested in continuing to impact them, so we will simply have to exclude from the campaign the audience that picks up the buyers.
What do you think? Would you like to know more about these applications? Smart Targets? put yourself in contact with us!
