Internet Marketing Digital_marketing_for_dummies | Page 317

FIGURE 12-7: Creating a custom report for age.
The following sections tell you what to look for in the demographics report so that you
can gain insight into your campaign.
Age
First, examine the age of the people who are responding to your campaign. Who’s opting
in? Are there any surprises? For instance, are the age ranges that are opting in fitting the
customer avatar you created (see Chapter 1 for details on creating a customer avatar)? If
not, you probably need to reevaluate the ad copy for your campaign through the lens of
that age range. This report allows you to create a more customized campaign, which can
lead to an increase in opt-ins and a drop in cost per click (CPC).
Gender
Next, what is the gender of the users who opted in to your campaign? If opt-ins are more
heavily weighted toward a particular gender, you’ll likely see a benefit if you create a
second version of the campaign that solely targets one gender, which leads to a boost in
clicks and ad relevance while also dropping CPC.
Location
Location can be a powerful data set, especially if you’re looking to break into a new
geographic market or scale in other areas. For instance, you may find from a Location
report that your campaign is doing particularly well in a certain city, state, or country that
you hadn’t previously considered. You can then make an informed decision about
allocating more of your ad budget to target this location that you didn’t previously
consider, allowing you to take advantage of regional interests.
Device
With a Device report, you can see what device people opted in to your campaign with. Was
it their mobile device, their tablet, or their desktop? Knowing the device people are using
to opt in to your campaign helps you know how to design it. For instance, if your gated
offer (see Chapters 3 and 4 for details on building gated offers) is doing particularly well
with mobile users, then it is critical for this particular campaign to design your conversion
funnel with mobile users in mind if you want to turn gated offer downloaders into