Targeting the high value visitors
The company wanted to target their AdWords campaigns only to visitors who were likely to make a purchase. Using L2P (Likelihood to Purchase) scoring, they tracked and analyzed the behavior of customers who had previously bought goods on their site.
Evmanya then identified new visitors that display similar behaviour patterns, and labeled those as users who had a high likelihood of making a purchase. The high-potential users were then shown targeted ads that encouraged them to return to the site.