Use your business data to manage campaigns

Finance: Business data example

Report on specific financial products or broad categories of products

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:
Report on business data

 

How to set up business data to report on specific products

Start by creating a business data table named "Financial Product":
Create a table that contains only an ID column.

Then add a business data row for each product you promote:
Business data table with one column.

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
  • Retirement
  • 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:
Report on business data

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:
Use dimensions to roll up metrics ina business data category.

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:
Business data table with finance categories.

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:
Add a reference to another business data 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:
Financial Product table with a reference to the Financial Product Category table

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":
Use dimensions to roll up metrics ina business data category.

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:
Summary metrics each business data category.

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