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.
In the First Click model, all credit for a conversion is given to the ad and associated keyword that were clicked first. Let’s say an online store is selling shoes. A user types in “men’s shoes” and clicks on the store’s ad, but doesn’t covert. The next day they type in “tennis shoes” and click on another ad from the same store. Then the third day they type in “men’s sneakers”, click on the store’s ad and buy a pair of shoes. First click will give all credit for the conversion to “men’s shoes” and the associated ad. This model is ideal for discovering which ads are bringing in the most new customers. The most effective first contact ads can be prioritized to increase the rate of new customers. Much like the last click model, the downside of this model is that it ignores other potentially important ad interactions that led to the conversion. If an automated bidding strategy such as 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.
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