Attribution is important, no matter your industry or your buying cycle. As more attribution models are created, it becomes more difficult to understand which one is the right one, and it seems that conversations about attribution models tend to occur with the expectation that each person has chosen a camp and believes in one particular model. The reality, though, is that no single attribution model can be the standalone source of truth — because no single attribution model can paint the full picture. Part of the reason that attribution models are so difficult to agree on is what they are designed to do: to determine what is adding the most value. Each person, team or agency is likely to be partial to the attribution model that gives the most credit to their work. Obviously, if you bring your team — or your agencies — into one room to agree on an attribution model, you’ll make them very uncomfortable. So how can you decide which model to use? The truth is that … [Read more...] about Choosing an attribution model: When, not which
Double click attribution
There has been a lot written about click-through rate (CTR) as it relates to SEO. Some say that it really doesn’t matter. Others say that it is very possible it does. Reading articles, experiments and case studies is great, but we’re always eager to test things out for ourselves. We maintain a bunch of test websites for just that purpose. And so we decided to run a CTR test on one of the websites we hadn’t touched in a long while. The hope was to gather some evidence of our own. If you’re looking for a randomized, double-blind, placebo-controlled test, this ain’t it. But if you’re looking for more anecdotal evidence suggesting how the algorithm might react to clicks based on an experiment of n=1, this is it. The site We started by selecting a site that hadn’t had a lot of work done to it. In fact, it was one of our more neglected test sites, which made it ideal for a click-through rate test, as we could attribute most movement (or lack thereof) … [Read more...] about Test points to likely influence of click-through rate on search rankings
All forms of paid advertising use the max bid – it’s the most basic concept yet calculating the theoretical maximum value to pay for a click is surprisingly difficult. It’s not that the math is tough; it just takes stepping back from the granularity of channel specific optimization to get a more holistic look at how marketing channels interact with each other. Looking at one marketing channel at a time provides incomplete insight into performance yet, ironically, many businesses split management of channels across multiple teams and incentivize marketing mangers on performance leading to internal competition for the same conversions. For example, let’s consider a Google paid search account over the course of Q4 2011. AdWords gives us the basics key performance indicators: Because AdWords (or any other channel using a proprietary cookie/pixel based tracking system) takes credit for all conversions that were touched by a Google paid search click at some point in … [Read more...] about How Much Is A Click Really Worth?
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
Since “(not provided)” came along, SEO professionals have struggled to provide correlative insights and data to clients within Google sources, because it has been a challenge just to attribute exact keywords to URLs using either Google Search Console data or Google Analytics data.Thankfully, now, the tides appear to have changed for the better.In GSC this weekend, my SEO cohort AnnMarie Knutson (of VashiVisuals.com) and I discovered that GSC now lets you attribute exact keywords to URLs again.It isn’t perfect, but it will do for now.It would be nice if Google would allow us to do massive exports of all of this data.Hopefully this means that things will change in our favor over at Google and the reversal of “(not provided)” is coming soon. One can only hope! Baby steps though.There are never any guarantees, but if this implementation holds true and things continue in this way, we may have a brighter future in this regard.Here’s how you can figure out … [Read more...] about Google Search Console: Keyword Attribution Returns?