Ben Moskel - New Attribution Modeling Available for Adwords Users

1. By Ben Moskel Apex Next LLC New Attribution Modeling Available for Adwords Users

2. Problem: It is difficult to attribute proper credit across multiple advertising channels • When you are buying traffic from different sources it is a challenge to track customer's pathways with 100% accuracy. • For example, a customer may click an ad on the display network and later click an ad on the gmail platform and finally "convert" by clicking on a search ad.

3. Problem: It is difficult to attribute proper credit across multiple advertising channels • When you are buying traffic from different sources it is a challenge to track customer's pathways with 100% accuracy. • For example, a customer may click an ad on the display network and later click an ad on the gmail platform and finally "convert" by clicking on a search ad.

4. Problem: It is difficult to attribute proper credit across multiple advertising channels • Prior to the new attribution modeling you were forced to decide whether the give the conversion on the first click or the last click.

5. Solution: Choose from five new attribution models to fit your sales funnel. • With the new Adwords feature you now have five different choices on how you credit a conversion. • One choice is called the "linear attribution model." This model gives equal credit to each ad click. For example, if a customer clicked on four separate ads, a fractional conversion of 25% will be credited to each click.

6. Solution: Choose from five new attribution models to fit your sales funnel. • This model allows additional transparency in the effectiveness of your Adwords campaigns, keywords, and ads.