More good news for SEA marketers:
Google has announced that they will be adding a data-driven attribution model.
Soon you will be able to drive your Adwords ads on data driven conversions. Or in other words: drive for keywords that contribute to conversions.
Right now, you are probably driving your Adwords campaigns on the last click that occurred before the conversion. As a result, however, not all keywords are valued correctly. For example, keywords that are in the middle of the funnel (the moment they interacted with your product, for example) may have caused a consumer to convert. But these are now not included in the rating in that way.
With the data-driven attribution model all paths that led to the conversion are identified and evaluated. Each interaction is given the appropriate value. The model takes factors such as the number of ad interactions, views and ad creatives, among others, to determine which keywords and clicks contributed the most to the result.
When you choose this attribution model, the conversion and conversion value columns are automatically populated. Even if you have used 'automatic bidding' the keywords will be driven based on the new rating. Words that appear in the lower funnel (the branded keywords, such as your brand, company name, etc.) will only receive less value than those in your upper funnel (generic keywords) campaigns.
A major benefit of this new update is that you can make your ads more relevant because you know exactly which keywords contributed to the conversion. Along with the previous update Expanded Text Ads (Link to previous article), you can now totally create top ad text!
Now we just hope that such a feature will soon come to Google Analytics as well.
Want to go over step-by-step how to evaluate a consumer's conversion journey? Google has a special guide available. But for questions you can also contact with our Google Adwords specialists.
