After a call with our Google Adwords rep this week we discovered that Google has changed their attribution model. When you are buying traffic from different sources it is a challenge to track customer’s pathways with 100% accuracy.
For example, a customer may click an ad on the display network and later click an ad on the gmail platform and finally “convert” by clicking on a search ad.
It is common to have multiple touch points like this, but difficult to measure and give credit where credit is due. Google recently made this somewhat easier with new attribution modeling.
Prior to this change you were forced to decide whether the give the conversion on the first click or the last click. However, you now have five different choices on how you credit a conversion.
One choice is called the “linear attribution model.” This model gives equal credit to each ad click.
For example, if a customer clicked on four separate ads, a fractional conversion of 25% will be credited to each click.
This model allows additional transparency in the effectiveness of your Adwords campaigns, keywords, and ads.
If you’re looking for an advertising source witha superior ROI, consider launching a remarketing campaign. Remarketing gives you a second bite at the appleand a chance to convert your casual website visitors into customers.
In addition, it gives you opportunities to show different offers and products to your existing subscribers and customers. Remarketing platforms that I recommend using include Google Adwords, Adroll, and Yahoo! Gemini.
Google’s remarketing platform gives you the ability to target inventory within it’s display network, which includes millions of properties.
In addition, you can link your Adwords account with your Google Analytics account and create custom audiences to run laser targeted campaigns to niche segments of your audiences.
For example, if you operate an online ecommerce site with a variety of products, you can create audience segments depending on separate product categories, e.g. you could show ads for Cabernet to people who were browsing those types of wines.
Yahoo! Gemini’s remarketing platform gives you the unique ability to shows ads inside of Yahoo’s email platform to your remarketing audience.
Adroll has a wide coverage and accepts certain types of products and services that Google does not currently allow. For example, Google does not allow remarketing on certain financial services products while Adroll does allow this.