Attribution Modeling

  • Are You Thinking Of Account-Wide Goals? Let’s Change That Mindset

    … is to get the user to the purchasing stage quickly. Treat it that way. It’s tough to treat these two different types of advertising alike with one attribution model. (Obviously – not the answer everyone wants to hear, but it’s the truth). As seen above, many different things can be looked at when setting goals. So let’s review a larger situation where…

    Jacob Brown/ PPC Heroin Paid Search- 8 readers -
  • Get Critical Funnel Insights With The Top Paths Report

    … August 11, 2016 Within AdWords there are multiple sections that allow you to see which areas of the account are contributing to sales, and not just directly, but somewhere along the line as users go through the buying process. To me, the best tool we have available in AdWords to view buying cycles is the Top Paths report. This report can…

    Jacob Brown/ PPC Hero- 5 readers -
  • Measuring Conversions Post Converted Clicks: Help For The Lead Gen Advertiser

    … August 2, 2016 Last week fellow PPC Hero Emma Franks wrote a great article about Google’s decision to retire its converted clicks metric. The paid search industry has shifted away from strict adherence to a last click attribution model to more flexible models that consider the entire customer journey. Tracking this journey has led Google…

    Jeff Baum/ PPC Hero- 6 readers -
  • Take A Walk Down The Conversion Path With Google Analytics

    … Google AdWords attributes each conversion back to the campaign that was last clicked before conversion. Even though you see that a conversion has occurred, you don’t get the whole story. It’s like reading the last page of a novel. You get the end result, but miss all the fun stuff in between the beginning and the end. This post will go…

    Rachael Law/ PPC Heroin Google- 13 readers -
  • Easy Ways To Measure The Value of Branded Campaigns

    … It’s a common occurrence for clients to question the value of brand campaigns. From their perspective they often see a brand campaign as being spend that cannibalizes conversions from the organic listings. We have covered many times on PPC Hero why brand campaigns are important, so I won’t get into selling the importance of the branded…

    Sarah Stemen/ PPC Heroin Paid Search- 9 readers -
  • Using Google Analytics for AdWords Conversion Tracking

    … Everyone accepts the tenet that conversions matter. Any successful marketing campaign needs some form of conversion tracking, whether they are sales, leads, or e-mail sign ups. Most often accounts default to utilizing the AdWords conversion code. This simple to implement code automatically fires anytime someone reaches a certain stage…

    Jacob Fairclough/ PPC Heroin Paid Search Google- 9 readers -
  • Reassessing My 2014 PPC Suggestions And Looking To 2015

    … search community is more receptive to social PPC campaigns than ever before. Whereas the traditional thought used to be that spending money on Facebook, Twitter, and LinkedIn didn’t equate to revenue, advertisers now understand the importance of the branding aspect. Also, attribution modeling is taken more seriously. In other words, it’s OK if social…

    Matt Umbro/ PPC Heroin Social Paid Search- 5 readers -
  • Effective Google Analytics AdWords Data Integration

    … 3rd party software would have found it difficult to report on and utilize attribution data. GA has an introduced a feature where users can compare various AdWords attribution models within a 1-90 day period. The dimensions can drill down to keyword level, which we find becomes really vital when illustrating non-brand performance and value…

    PPC Heroin Paid Search Google- 4 readers -
  • Introducing the Stockton Report: Find Keywords with Hidden Value

    … PPC Hero series week wraps up today as Kevin looks at how to find keywords with hidden value. Take a look at all report focused posts this week, including Carrie’s take on location extensions, Jacob’s assessment of the destination URL report, Kayla’s look at how to use client service reports to improve retention, and Rachael’s insight into two…

    Kevin Klein/ PPC Heroin Paid Search- 7 readers -
  • 9 Things You Need To Know About PPC Analytics [New Webinar!]

    … Running effective PPC campaigns can be competitive and expensive (really expensive if you’re not careful!). As a digital marketer, its important for you to run efficient and successful campaigns that create maximum value for your clicks. Are you measuring your campaigns? Better yet, are you effectively measuring your campaigns? Join…

    Jamie Newton/ PPC Heroin Paid Search- 6 readers -
  • PPC Attribution: Bury The Last Click And Move On [New Webinar!]

    … Are you still only crediting the last click when you measure your marketing success? We hate to break it to you, but last click attribution is dying and no longer valid today. Modern analytics platforms allow you to go beyond last click and see all the interactions a user makes with your brand before the conversion. We all know different PPC…

    Jamie Newton/ PPC Heroin Paid Search- 6 readers -
  • Advanced ABCs of PPC – Terminology & Strategies to Remember

    … In the spirit of last week's blog series, I'd like to take our readers back to school with a revisited paid search alphabet. I published a similar post back in August 2012, but I mainly focused on general and/or beginner-level terms. This time around I'll uncover some more advanced PPC terminology and concepts to keep in mind as you manage your…

    Kayla Kurtz/ PPC Heroin Paid Search- 7 readers -
  • How To Do Attribution Modeling & Budget Allocation

    … In my last post, I covered customer lifetime value calculations and how to leverage CLV to identity high- and low-value audience segments. One of the most effective use cases for CLV is around budget allocation. Combining channel attribution modeling and CLV calculations, we can make highly calculated decisions around which channels are over…

    Benny Blum/ Marketing Land- 24 readers -