Google Ads Attribution Models Option
Posted: Sat Dec 21, 2024 4:36 am
Time decay can be a great model to help you understand how long your sales cycle is. However, for simple Google Ads campaigns, the time decay model can be overly detailed.
Location-Based Model
Position-based attribution modeling is one of my favorite ways to collect good data.
This data is more concrete than first or last australia phone number library click data alone. It also tells you which keyword or ad is getting the most attention.
Instead of giving 100% credit to the first or last keywords, position-based attribution modeling gives 80% to both and 20% to the rest.
Position-based modeling can help you understand which combination of keywords is driving awareness and which keywords are closing the sale.
Google Ads Attribution Models Option #6:
Data-Driven Model: The Perfect Scenario
The data-driven attribution model is the latest update to Google Ads!
The biggest influencer in this conversion process: Google uses machine learning technology to give credit to keywords.
This new model is based directly on account performance. It’s the holy grail of attribution models for Ads because it gives credit for conversions based on how users search for your business and decide to become your customers! This model uses your conversion data to calculate the true contribution of each keyword to the conversion path. The model varies across each piece of data, making the model completely different for each advertiser.
The advanced algorithms in Google Ads attribution models evaluate all the different paths in your account (both converting and non-converting) to determine which touchpoints are most effective. Factors like the number of ad interactions, the order of impressions, and the creative assets used for each conversion path are all factored into the results. Using a counterfactual approach, the algorithms compare which ad clicks are most critical to conversion with what actually happened.
Google claims a 5% to 10% increase in conversions from data-driven attribution. Ford reportedly saw a 25% reduction in cost per click (CPA) with this model recently.
Location-Based Model
Position-based attribution modeling is one of my favorite ways to collect good data.
This data is more concrete than first or last australia phone number library click data alone. It also tells you which keyword or ad is getting the most attention.
Instead of giving 100% credit to the first or last keywords, position-based attribution modeling gives 80% to both and 20% to the rest.
Position-based modeling can help you understand which combination of keywords is driving awareness and which keywords are closing the sale.
Google Ads Attribution Models Option #6:
Data-Driven Model: The Perfect Scenario
The data-driven attribution model is the latest update to Google Ads!
The biggest influencer in this conversion process: Google uses machine learning technology to give credit to keywords.
This new model is based directly on account performance. It’s the holy grail of attribution models for Ads because it gives credit for conversions based on how users search for your business and decide to become your customers! This model uses your conversion data to calculate the true contribution of each keyword to the conversion path. The model varies across each piece of data, making the model completely different for each advertiser.
The advanced algorithms in Google Ads attribution models evaluate all the different paths in your account (both converting and non-converting) to determine which touchpoints are most effective. Factors like the number of ad interactions, the order of impressions, and the creative assets used for each conversion path are all factored into the results. Using a counterfactual approach, the algorithms compare which ad clicks are most critical to conversion with what actually happened.
Google claims a 5% to 10% increase in conversions from data-driven attribution. Ford reportedly saw a 25% reduction in cost per click (CPA) with this model recently.