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Why is this important?
Want your brand to take a leading position in the market? Explore the information provided in this article.
You will learn what to pay attention to when studying the existing market and how to effectively attract new customers. This will help increase brand awareness, expand the customer base and determine the direction of the company as a whole.
The share of sessions that fall on a particular audience segment and the corresponding conversion rate.
Learn more about your site visitors – user demographics
How to use this information?
Information about the interests of site visitors will help you understand whether you are correctly representing your target audience. If you are attracting users from categories you haven’t considered, think about what exactly attracts them and how to retain them.
Knowing the age and gender of users who are interested in your brand, as well as the countries they live in, will help you fine-tune the targeting of your campaigns. It is also useful to compare whether the metrics of your site visitors match the data you specify in your targeting settings.
2. Number of users and their engagement
Number of sessions and conversion rate by keywords
This metric allows you to understand how often your brands are found by keywords related to their names. Every company needs to monitor how effective their marketing activities are. It is best to understand in advance what conversion rate each of the activities accounts for.
The number of search queries with the brand name can determine how well users remember and know it.
If you target brand-related search queries and the report shows that these are the most common queries, then your brand is in demand.
If there are no queries mentioning your brand, you should think about how to increase its recognition, for example, you can advertise it more actively.
Using the Google Trends tool, you can compare the performance of search queries mentioning your company with similar indicators of your competitors. If their number is approximately the same, but your conversion rate is lower, compare the number of visitors and try to understand why users prefer competitors.
Find out how users get to your site most often – by clicking on ads or going through search results – the metric reflects the number of sessions of paid and organic search and the bounce rate.
Determine how engaging your site is – this metric shows you the landing pages with the most bounced sessions.
How to use this information?
This section compares the number of organic and paid search sessions. If organic search is dominating, you may want to focus more on brand advertising. Analyze landing pages with high bounce rates and figure out why. Look at landing pages with low bounce rates and try to figure out why they attract more visitors.
Brand Lift Surveys
This service helps you determine how YouTube advertising affects how users perceive your brand and what actions they take at all stages: from the moment of first acquaintance to making a purchase. Here are some questions you can answer:
YouTube Analytics
YouTube Analytics reports help you understand which types of users are engaging with your ads and how they are doing it.
How can I use this information?
Brand Lift is a great way to understand how your ads are influencing how your brand is perceived. You can adjust your targeting settings based on the data you receive, and use YouTube Analytics data to change the message of your ads.
The information in YouTube Analytics reports will help you understand what kind of audience your ads are reaching, how many viewers are interested in them, and whether you can improve your performance by using YouTube advertising.
