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Position Based Attribution

Home BlogPosition Based Attribution
Position Based Attribution

Position Based Attribution

September 9, 2020 Blog

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.

Position Based attribution assigns 40% of the credit for a conversion to both the first and last touchpoint and the remaining 20% is evenly distributed among all ad interactions between first and last. This can be a very useful model because it highlights which ads are grabbing the attention of new audiences and which ads are leading to conversions. Advertisers can use this insight to focus on the ads that will help them reach their goals and use ads in their most effective ways. This method assumes that the first and last touchpoint are the most important, which may not always be the case, however it works well as a generality. 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.

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.

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