Mar

27

2018

Author
Lori Meloche
Categories
Attribution Changes to Google AdWords

One of the top benefits of using the services of a reputable SEM agency is that it keeps track of upcoming changes on your behalf. For instance, with the attribution changes coming to Google AdWords, a pay per click marketing firm already knows about it and, in response, has the perfect solution available.

By using professional pay per click advertising services, an expert will get you up to speed. Google, as you know, makes frequent changes. The fact that this search engine giant will stop lending support to last click attribution sometime in 2018 should come as no huge surprise. What this change means is that advertisers will need to select a different attribution model from Google.

What Is an Attribution Model?

An attribution model is one or several rules that determine the way that the credit for sales and conversions gets assigned to touchpoints along conversion paths. When attribution models change, nothing happens to your account’s performance. Instead, only your perception changes as to what Google considers a partial or full conversion. Using existing account data, the various models provide unique reporting. Because this can become confusing, it is best to allow a trusted SEM agency to help.

To simplify it, say that someone goes online to find dog leashes using the Google search engine. In the process, that individual sees your AdWords ad and clicks. However, after browsing, the person leaves without buying anything. Then, a few days later, one of your email campaigns grabs that same person’s attention. This time, the individual clicks through and makes a purchase.

Now the question becomes, should Google AdWords or your email campaign get the credit for that user’s purchase. Again, this topic is complex, which is why even businesses with internal sales and marketing teams will often turn to outside help.

The benefit of setting the right attribution is that it makes it possible to prioritize optimization efforts. With that, you can also allocate a budget on things that work well. With attribution, the SEM agency can see every conversion touchpoint so that the entire customer’s journey can at some point get evaluated. With that, the SEO professional has a better understanding of what is working.

Options for Attribution Models

If the rumor is true that Google is thinking about making the data-driven attribution model default, advertisers will need to select another attribution model. Following are some of the possibilities.

  • Last Click – With this attribution model, Google assigns 100 percent of the credit to the last touch point. In most cases, that is your brand keyword. Even as the default, you can change it.
  • First Click – There is also a first click attribution model, which means that Google assigns 100 percent of the credit to the first touchpoint as opposed to the last. Although all your keywords, including both broad and generic, get the conversion credits, no one has any idea of the number of steps involved before the final conversion takes place.
  • Linear – With this, credits go across all touchpoints evenly. That means that Google sees the same value in all your brand keywords.
  • Time Decay – When enabling the Time Decay attribution model, the highest value for conversion goes to the last click. However, all the other touchpoints prior count, just not as much. Think of it this way, the older the click is, the less credit it will get.
  • Position-Based – Also referred to as the “U-Shape” model, this means that both the first and last click have the highest value. However, those in the middle also count, just not as much. Typically, the first and last click conversion is each worth 40 percent, while the remaining 20 percent gets divided among the clicks in between the two.
  • Data-Driven – Considered the best of the best, not only does this attribution model have no official rule, it also works differently for each advertiser. Regardless, every touchpoint gets considered for the conversion credit. As far as how much, that depends primarily on the conversion path. The challenge is that to enable this attribution, you need to generate a minimum of 15,000 clicks and 600 conversions within a 30-day period. For small advertisers, that is nearly impossible. If the rumor is true that Google wants to make this the default attribution model, it will create difficulties for a lot of smaller businesses.
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