Do you sometimes find yourself frustrated by the lack of results when trying a new automation, whether it’s Smart Bidding from Google or something you created yourself using a script or a macro in a spreadsheet?You aren’t alone.When the engines share case studies about amazing results from their latest automated account management system, what’s often left unspoken is all the work that went into creating the right conditions for the automation to shine.For automations to be effective, some prerequisite conditions have to be met.Here’s a simple way to illustrate the point that the effectiveness of automation depends on external factors. I picked up this concept from a presentation given by Russell Savage who founded FreeAdWordsScripts.com (which Optmyzr now owns).Self-driving cars work better with a well-marked road and correct GPS coordinates to the destination. Likewise, PPC automations like Smart Bidding rely on correct data to deliver results.Savage said that … [Read more...] about Why Last-Click Attribution Is Killing Your PPC Performance
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Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top of my head, I didn’t really have one — and the more I thought about it, the more I realized that all attribution models are fundamentally flawed in a way no one is thinking about. Or at least, not that I hear discussed regularly. The issue isn’t with the actual models, per se, it’s that no model really nails what the “total value” being measured actually is. Let me explain. Marketing managers have a lot of options when it comes to how they spend their PPC budgets. Getting the right balance between online channels can be tricky because not every channel drives a direct sale. We should…figure out how to accurately calculate the true value of each transaction before we go about attributing value to the touch point that led us there. Some channels, like social media ads, are known as top-of-funnel channels — they target consumers early on in … [Read more...] about The big problem with PPC attribution modeling no one is talking about
In The Trenches is a spotlight of tips, tricks, and news about the tools search engine marketing professionals use to give them a leg up on the competition. Today: news from the search engines, today’s double feature is Pre-Click: Conversion Attribution 101 and Post-Click Q&A with web analytics guru with Eric Peterson, who shares his insights on the topics. News from the search engines Google AdWords: Search based keyword tool Perhaps one of the biggest stories of the week, but it’s still worth another mention. For awhile, my Google rep has been able to help with keyword suggestions by using an internal tool which compares the keywords in my AdWords account with organic keywords that rank well for the same destination sites. This has been a fantastic supplement because no matter how many proverbial rocks we look under, there’s always new keywords to be found. In fact, in a recent post on the Inside AdWords Blog, Google admits that “20% of the queries Google … [Read more...] about Conversion Attribution and Q&A with Analytics Guru Eric Peterson
Updates to Google’s in-store conversion tracking now allow retailers to attribute user engagement at a keyword or ad group level, further expanding advertisers’ ability to see the offline impact of digital marketing. In recent years, digital media has expanded data-capturing abilities and performance-driven ad features to outperform (and soon, outspend) traditional channels. Digital advertising has opened new outlets for revenue growth and expanded audience insights beyond data available from traditional channels to assist advertisers in increasing brand awareness and ROI. Digital Marketing Can Now Fully Support Brick-And-Mortar Sales Through bridging online and offline data, digital marketing can now fully support brick-and-mortar sales, a segment that previously lacked in digital marketing measurement. By leveraging the reach of mobile devices alongside the automation and unification of digital platforms, marketers can now see how user engagement continues beyond the … [Read more...] about Attributing Retail Store Transactions To Online Clicks At Keyword Level
When measuring the effectiveness of discount codes, retailers often get it wrong. In this article, we’ll look at how data-driven attribution can help businesses better understand where discount codes produce the best ROI. Retailers often don’t consider discount codes in the same way they do traditional marketing spend. On the one hand this seems appropriate; the cost is a percentage of top-line revenue at the point of conversion rather than upfront speculative spend. But viewing them as nothing but a conversion lever can lead to a dangerous disconnect in understanding the true cost of customer acquisition and retention. In a multi-channel, multi-device world, it’s increasingly hard to acquire and keep customers cost-effectively. Discount codes are an easy and powerful short-term lever for growth that can be activated and ramped up quickly (through deeper discounting and broader availability etc.). But with the temptation their flexibility and impact affords, many … [Read more...] about Data-driven attribution: the cure for discount code abuse?