In performance campaigns, use CRM metrics as KPIs: confirmed or quality lead and output. In brandformance campaigns, we recommend tracking post view conversions.
Consider the specifics of the regions. Use CRM data updated 2024 mobile phone number data when optimizing campaigns and identifying high- and low-converting cities. Analyze the CPL, CPQL, CPS of each product within the region separately: quality indicators for one city can vary greatly from product to product. (For example, the CPS for issuing a consumer loan in St. Petersburg is more expensive than in Moscow, but issuing a credit card in Moscow is cheaper than in St. Petersburg.)
Use automation to reduce CPA, CPC and increase CTR, CR. Automate campaign optimization: switch to automatic strategies (Google Ads — tCPA, Yandex.Direct — CPA model) and DDA attribution. In our experience, it is more effective to save time on manual optimization and focus on strategic tasks, competitor analysis and formation of USP.
Separate mobile and desktop traffic into different ad campaigns to determine the target cost that a particular device should strive for. The difference can be as much as 50%.
Consider the specifics of working with competitors. We recommend creating a matrix with USP for each product and monitoring changes in competitors' offers. When setting up an advertising campaign, place ads for requests from those competitors who have weaker USPs.
Choose the right KPIs. It is important to analyze AR, % — the percentage of conversion from a quality lead to a primary lead, and SR, % — the percentage of the issued product to the primary lead in order to optimize business processes.