Ben Moskel – New Attribution Modeling Available for Adwords Users

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.

Ben Moskel

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.

Ben Moskel

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.

Ben Moskel – Does Remarketing Work

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.

Ben Moskel

Ben Moskel has spoken at trade shows and  educational conferences in the United States and  abroad, including the System Seminar in London, England.

Ben has given presentations on digital marketing and client acquisition strategies relating to banking and financial services products and services.

Ben was also invited to attend a private two day event hosted by Google at its Mountain View campus  for 100 of the top performance marketing entrepreneurs and companies.