Increase budgets for better-performing Rethink advertising budget allocationadvertising campaigns to capture the best conversion opportunities. For campaigns subject to Budget Constraint, open daily budget limits to avoid missing potential business opportunities! Above are suggestions for optimization of attribution. A successful marketing strategy is to continue to expand and enlarge at the right point.
Google Analytics (GA) and Google Ads
Therefore, using the appropriate attribution model can help you effectively find the key conversion points. Google philippines email list Ads provide a variety of advertising attribution models in the conversion calculation method. For advertising purposes, marketers can better evaluate the effectiveness of keywords.
Let us take a look at a real case of the customer’
s purchase process: Suppose a customer expects to buy a product on a certain holiday as a gift to relatives and friends. The customer will search on the internet first, see your Google ads, and then enter the website to browse. A week later, the
customer sees your ads while watching the news, and then returns to your website. After two days, after collecting various reviews on the internet and deciding to buy your product, the customer will then go search for your product through Google ads, and then purchase the product.
In this case, in the last clicks-model
, the first click on a Google ad is not credited, and in the process of customer decision to purchase, if only the last click is used, the credit will be attributed to the last conversion unit, just like on a basketball court. Attributing credit to the shooter will not only greatly reduce the impact of assists, but also misjudge the consumer’s conversion process, and a
Google provides seven attribution
models in Ads and Analytics, which using different ways to determine the percentage of the credit for assists 1. ecommerce personalization: the black box problem and its solution conversion. When to apply: If your ads and campaigns are designed to attract people at the moment of purchase, or your business is primarily transactional with a sales cycle that does not involve a consideration phase. 2. Last Non-Direct Click: This model ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked through from before buying or converting.
When to apply:
3. Last Google Ads consumer data Click: All conversion value is attributed to the most recent Google ads that the customer clicked before buying or converting. When to use it: For you who want to identify and credit the Google ads that closed the most conversions. 4. First Interaction: The model will attribute all conversion values to the first channel of customer interaction.