Advertising for the Internet Store

Advertising on the site of Prom.It was set up before me, I am engaged in optimization and conducting advertising campaigns.1) As seen in the picture.The number of conversions and sales in the beginning was different, as the advertising was transmitted conversions by the type of "Call", "Return Call" -for the internet store the data of conversions are not as interesting as Sales, so I immediately disabled them so that the advertising focused only on Sales, as seen on the picture, further conversion = sales.2) Smart Shopping works great for online stores - you don't have the opportunity to adjust the rates by many parameters, but don't forget that you can disable GEO, Category or some particular product from the advertising.Advertising the most efficient products in efficient cities and regions.The short results:
1) Learn and customize advertising correctly, set clear goals for advertising - you need maximum sales, requests, sales + requests or just traffic.The money is spent more efficiently.2) If you have 1000 transfers from a particular city and NO sales - you need to turn it off!