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Step Inside AdWords Blog Series: Measuring the Moments That Matter

Hannah Jean
by Hannah Jean on Jun 8, 2015 11:06:00 AM
Our Step Inside AdWords Blog Series has touched on Google’s enhanced ad formats and new scaling and automation tools announced at their annual livestream in May. For our final post in the Series, we will be discussing how users’ behaviors and purchase paths across multiple devices can be measured in AdWords.
    • AdWords Attribution: Attribution models are different ways of assigning value to touch points in conversion paths. If a customer clicks on an ad for a new smartphone, then watches a YouTube ad for Samsung’s new phone, and later clicks another ad for Samsung where she ultimately decides to purchase a phone, how do you assign value to each of those touch-points? Advertisers can now select an attribution model in AdWords for each conversion type in their account. People who use Google Analytics or Adometry may be familiar with existing attribution models: last click, time decay, linear, position-based, and first click.

Joan Arensman, Product Manager at Google, brought up struggles that many AdWords users face with attribution: Which attribution model should my business use? How should my business take action on attribution? Google is taking steps to help businesses answer these questions with a new attribution model in Google AdWords: data-driven attribution.

attributionmodels.jpg
Source: Google

Data-driven attribution uses conversion data in a user’s account to calculate the actual contribution of each keyword in the conversion path. Arensman states, “By doing this across hundreds or thousands of conversion paths, we can calculate the actual contribution of every keyword in your account and optimize for the best performing ones across the conversion path.”

 
Now AdWords users can select which attribution model they would like to use under the settings for each conversion type in their account. As new conversion data is gathered, the new attribution model will be reflected in the data. For businesses that use automated bidding, bids will automatically reflect the conversion data from the model selected.

 

  • Cross-Device Conversions & Automated Bidding: Now more than ever, consumers are using multiple devices to make purchase decisions. A user may start their search for new running shoes on their smart phone between meetings or on their lunch break but move to a desktop later that night to make a purchase. With cross-device integration coming to Google AdWords later in 2015, businesses will soon be able to use the data from cross-device conversions to help optimize their accounts. This data will also be available for use in automated bidding strategies. Google says this is part of a broader update that will give businesses the option to include cross-device conversions as part of the conversions column in AdWords.
  • Experiments: Google announced new tools for an improved experience with Experiments in AdWords to help measure incremental impact generated from ads. These Experiments will help businesses design, set up and test large-scale changes in their account. Experiments can be conducted in Search, Display, and Video ads to help determine what is working and where there may be new opportunities available.
 

These new tools for attribution and Experiments announced in Google’s livestream are intended to help businesses analyze the increasingly fractured purchase path of consumers and help advertisers understand the value of their ads and assist them in taking action to improve their advertising efforts.

In a world where consumers are living online and constantly searching for answers to their “I-want-to-go,” “I-want-to-know” and “I-want-to-buy” moments, Google is helping advertisers and businesses stay connected with their audiences. The Step Inside AdWords Series has presented many opportunities for businesses to improve, expand and grow their AdWords programs. What new features or tools are you most looking forward to utilizing in 2015? Does your business or team have the expertise to implement and act on the new tools and features introduced throughout the Series? E-Power Marketing has the capacity and skills to utilize these tools and more for your business. Give us a call today to get started.
 

Did you miss our first two posts in the series? Check them out below:

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Hannah Jean
Written by Hannah Jean
Hannah Jean is an Online Advertising Specialist at E-Power Marketing and helps our clients grow their online brand and meet their business goals through targeted, productive online advertising programs. Inspired by both successes and challenges, Hannah is constantly striving to improve the performance and ROI of her accounts through creative, flexible programs.

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