Are the people who click on your ad the same people who ultimately buy your product? That is not always the case, as I know from my own experience. They are often a kind of digital window shoppers . Yet the focus is often on the number of clicks and the CTR and not so much on conversions.
For one of our clients – a manufacturer of strollers with its own online shop – I ran campaigns for a while with 'website c level executive list traffic' as the objective. With this campaign we focused on a new target group, who were not yet familiar with the brand. Transactions were lacking, but in terms of engagement on the website the figures were very positive. There were even relatively many 'add to cart' events. From the data perspective, we reached the right target group, who also showed a high level of engagement on the website.
However, the target group did not convert. While I normally do not expect a ton of hard conversions from a prospecting campaign, these statistics did give me the feeling that improvement was possible. By setting up a new campaign – with the exact same settings and ads – and choosing 'conversions' as the objective, the results improved by 30 percent!