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. In other words: steer on keywords that contribute to conversion.
At the moment, you are probably steering your Adwords campaigns on the last click that took place before the conversion. However, this means that not all keywords are correctly valued. Keywords in the middle of the funnel (the moment they came into contact with your product, for example) may have caused a consumer to convert. However, these are now not taken into account in the evaluation.
With the data-driven attribution model All paths leading to the conversion are identified and evaluated. Each interaction is given its proper value. The model takes into account factors such as the number of ad-interactions, views and ad-creatives to determine which keywords and clicks contributed most to the result.
When you choose this attribution model, the conversion and conversion value columns are filled automatically. Also if you have used 'automatic bidding', the keywords will be driven based on the new evaluation. However, words that occur in the lower funnel (the branded keywords, such as your brand, company name, etc.) will 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 your ads more relevant because you know exactly which keywords contributed to the conversion. Together with the previous update Expanded Text Ads (Link to previous article), you can now create a top ad text!
Now we just hope that such a feature will soon be available in Google Analytics as well.
Want to go through how to evaluate the consumer conversion journey step by step? Google has a special guide available. But for questions, you can of course also contact our Google Adwords specialists.
