Attribution Modeling

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

      November 29, 2016 Does a conversation like the one below sound familiar? Agency: What goals should we be targeting for this account? Client: Um, we typically shoot for a $100 CPL, but what do you think we should be targeting? So much goes into determining goals – and by no means should the goal stay constant across an entire account (in most cases).

      Jacob Brown/ PPC Heroin Paid Search- 7 readers -
  • Get Critical Funnel Insights With The Top Paths Report

    … be found under “Tools > Attribution > Top Paths.” At first glance, this tool seems like an unhelpful mess, but with a little organization, it can become one of your top resources you use to review performance. How do you go about getting organized? Through Excel, of course. First, let’s download the data. When downloading the data I typically…

    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- 5 readers -
  • Take A Walk Down The Conversion Path With Google Analytics

    … Questions Does your PPC traffic convert immediately, or come back through another channel? How many conversions began with a paid search query? Campaign Paths While you are able to see click assisted conversions in the AdWords interface, you are not able to see all other channels that lead to the eventual conversion. Here you are able to specifically…

    Rachael Law/ PPC Heroin Google- 12 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- 8 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

    … A huge topic in 2014 – ‘more data’ for AdWords users has been answered by Enhanced Google Analytics! Throughout 2014, Google Analytics (GA) has been rolling out more integrated AdWords data, giving online marketers more insight into performance and behavioral features to analyze, report and base decisions. GA has added the below AdWords…

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

    … key Analytics reports. AdWords is full of useful reports, available at just the click of a button. My fine colleagues have spent the week guiding you down these fruitful thoroughfares towards optimization. John Stockton is a hall of fame basketball player, known primarily for holding the NBA record for assists. It’s unlikely that John Stockton…

    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- 5 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

    … to that opportunity on the B2B/lead generation side. The targeting capabilities are truly phenomenal and as the interface and engine continue to mature we'll continue to gain further usability. Yet again, getting in this space ahead of the competition (if they're not there already) could be a deal breaker later. M is for Multi-Channel Attribution…

    Kayla Kurtz/ PPC Heroin Paid Search- 6 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- 23 readers -
Get the top posts daily into your mailbox!
2 Blogs about the topic