• Get Started
  • Services
    • DP™ On Bing Ads
    • DP™ On Google
    • Local Premium Listings
    • Merchant Services
    • PPC Management
      • Google Ads PPC Management
      • Bing Ads PPC Management
    • Social Media Marketing
      • Facebook Marketing
    • Video Marketing
    • Websites
      • Security
      • Turnkey Sites
  • Results
    • Awards
    • Certificates & Accreditations
    • Testimonials
  • Company
    • About Direct Placement
    • Affiliate Program
    • Careers
    • CEO Booklist
    • FAQ
    • Management Team
    • Refer A Colleague
    • White Label
  • Blog
  • Contact

Be Direct, Call Today! 800-339-0544

Our Location
Info@DirectPlacement.co
Direct Placement LLCDirect Placement LLC
  • Get Started
  • Services
    • DP™ On Bing Ads
    • DP™ On Google
    • Local Premium Listings
    • Merchant Services
    • PPC Management
      • Google Ads PPC Management
      • Bing Ads PPC Management
    • Social Media Marketing
      • Facebook Marketing
    • Video Marketing
    • Websites
      • Security
      • Turnkey Sites
  • Results
    • Awards
    • Certificates & Accreditations
    • Testimonials
  • Company
    • About Direct Placement
    • Affiliate Program
    • Careers
    • CEO Booklist
    • FAQ
    • Management Team
    • Refer A Colleague
    • White Label
  • Blog
  • Contact

Attribution Models: Last Click

Home Insider NewsAttribution Models: Last Click
Last Click Attribution

Attribution Models: Last Click

August 18, 2020 Insider News

With so many possibilities available to advertisers, it can be challenging to sift through and figure out which ads are most effective in realizing their marketing goals. Marketers are finding difficulty pinpointing which ads should be discontinued, which need to be optimized and which need to be prioritized. This is where attribution models come in to play, because it’s next to impossible to run efficient and effective ads if the source of conversions is a guessing game. Users often interact with multiple ads before a conversion takes place and attribution models are used to assign how much credit each ad interaction receives. It is important to note that attribution modeling in Google Ads is only available for Search Network and Shopping ads. In this series we will dive into different attribution models.

The default attribution model is Last Click Attribution. This gives 100% of the credit to the ad and associated keyword that were clicked last by a user on their way to a conversion. Let’s say a psychologist is advertising online with their most desired conversion being an email from the contact page on their website. A user types in “psychologist near me”, clicks on the psychologist’s ad and sees they do therapy for anxiety. The next day they type in “therapy for anxiety”, click on an ad put up by the same psychologist and then they send an email setting up an appointment. Last click will give all of the credit for the email to the keyword “therapy for anxiety” and the ad associated with it. Last click is great for seeing which campaigns are pumping out the most conversions, which is very useful information. The campaigns that cause the most conversions are often where marketers want to focus their attention. The downside of this model is that it ignores other ad interactions that may have been important in contributing to the conversion. With this model the psychologist would only have known that “therapy for anxiety” was responsible for the conversion without knowing that the initial interaction that brought first exposure was “psychologist near me”. If an automated bidding strategy like Target CPA, ECPC, or Target ROAS is being used, the attribution model will influence the way bids are optimized. Google has a “Model Comparison” feature that allows for side by side comparison of different models.

Direct Placement, LLC is a digital marketing agency dedicated to shaping our advertising efforts to best fit your company’s needs. We are a Google Premier Partner and Bing Ads Accredited Company that specializes in a number of digital advertising formats. From our trademarked flat-rate SEM marketing service to social media marketing and even directory profile creation, we have a number of services that we can use to help your company thrive. Contact Direct Placement, LLC to learn more about how we can start transforming your business one click at a time! You can also follow us on Facebook, Twitter, or Blogger for more regular marketing content.

Direct Placement makes paid search easy. We are a Google Premier Partner with a team of certified Professionals ready to boost your ad to the top of search results. Get started now.

Share
2

You also might be interested in

Direct Placement, LLC Celebrating 5 Years Accreditation With The BBB

Direct Placement, LLC Celebrating 5 Years Accreditation With The BBB

Jun 29, 2018

Direct Placement, LLC Is excited to announce that we have[...]

Attribution Models: Linear

Attribution Models: Linear

Aug 27, 2020

With so many possibilities available to advertisers, it can be[...]

Turn a Cold Audience into Loyal Customers with Your Marketing Funnel

Turn a Cold Audience into Loyal Customers with Your Marketing Funnel

Jan 29, 2021

Marketing funnels come in many variations; however, they all basically[...]

Leave a Reply

Your email is safe with us.
Cancel Reply

Get Started Now

Send us an email and one of our Google Certified Individuals will get back to you.

Be Direct
We'd love to hear from you, call: 800-339-0544, or send us a message. Be Direct


Services : About : Reviews : Contact


800-339-0544
info@directplacement.co

Corporate Headquarters

23424 NE Halsey St., Suite 204

Wood Village, OR 97060

Top Digital Marketing Agency in Gresham








SiteLock



© 2023 · Direct Placement.

  • About Us
  • Services
  • Google Partner Disclosure
  • Manage Your Account
  • Terms and Agreement
  • Privacy Policy
  • Sitemap
  • Contact