Finance advertisers may need to create a few campaigns for each specific product they promote. For example, an advertiser may create a few campaigns for promoting checking accounts, a few more for savings accounts, and additional campaigns for CDs.
Business data makes it easy to see how campaigns across an advertiser contribute to promoting a specific product. Here's an example report that uses business data to organize performance metrics:
How to set up business data to report on specific products
Start by creating a business data table named "Financial Product":
Then add a business data row for each product you promote:
In addition to the products listed above, you might add some of the following:
- FHA loan
- 10/1 ARM
- 5/1 ARM
- Travel rewards
- Small business card
- Low interest rate
- Cash rewards
- Weak credit
- Auto loan
- Home equity loan
- Wealth management
- Brokerage accounts
- Mutual funds
- Financial planning
Apply rows in this table to your campaigns. Then view "Financial Product.ID" on the Dimensions tab to see performance data for each product:
Ideas for more detailed business data
Each financial product may belong to a broader line of business or category, such as:
- "Checking account" and "Savings account" belong to Banking
- "VA loans" belongs to Mortgages
- "Travel rewards" belongs to Credit cards
Define these broader categories in a business data table. Then you can summarize performance data for each category, and segment reports by specific product:
You could also segment by campaigns to see how each product and campaign contibuted to the overall category.
How to extend your business data to report on broader categories
Start by creating a separate "Financial Product Category" business table that lists each category:
Apply rows of the "Financial Product Category" table directly to any generic campaigns that promote your broader banking, mortgage, or credit card categories (and aren't tied to any specific product).
Then add a column to the original Financial Product table that refers to the categories in the "Financial Product Category" table:
Edit each row of the Financial Product table to specify an appropriate product category. When you're done, the business data table will look like this:
Now each product refers to its broader category. Because you've already applied the "Financial Product" data to your campaigns, each campaign will also refer to a broader category.
View the "Financial Product Category" dimension and segment by "Financial Product":
In the example above, the generic campaigns for the "Banking" category generated 2,000 clicks, while the "Checking account" campaigns generated 3,500 clicks, and the "Savings account" campaigns generated 1,500.
If you removed the "Financial Product" segment, you'd see all of the "Banking" category clicks added together like this: