Google AdWords Attribution Model Changes

September 12th, 2016 by Sandi Goldstein

BLOG-attribution-model-changesAdvertisers are accustomed to the way in which Google AdWords attributes conversions to the last ad click a consumer has made before completing his conversion. But what if there were a way to take into account all of a user’s interactions with your ads leading up to that conversion? More than ever, today’s consumers are researching and interacting on different devices before they take that final conversion action. Research shows that while the vast majority of conversion actions take place on desktops, many consumers conduct research on their mobile phones or tablets prior to purchasing. AdWords has now introduced new attribution models that can go beyond last-click measurement. These new models can offer insight into your customer’s actions before that final conversion action and allow you to bid more efficiently. AdWords now offers six different attribution models:

  • Last Click Attribution (the current default) – Gives all credit for the conversion to the last-clicked keyword. This is most effective for those with the most conservative growth strategies.
  • First Click Attribution – Gives all the credit for the conversion to the first-clicked keyword. This is the most growth-oriented strategy.
  • Linear Attribution – Distributes the credit for the conversion equally across all clicks on the path. For a moderate growth strategy.
  • Time Decay Attribution – Gives more credit to clicks that happened closer in time to the conversion. For a conservative growth strategy.
  • Position-Based Attribution – Gives 40% of the credit to both the first- and last-clicked keyword, with the remaining 20% spread out across the other clicks on the path. For a growth-oriented strategy.
  • Data-Driven Attribution* – Gives credit to the clicked keywords based on how imperative they were in the conversion process. This is based on the account’s performance.

*Note: only accounts with 800+ conversions and 20,000 clicks in a 30-day span to qualify to use this type of attribution.

Choosing the right attribution model will help you put the performance of different keywords into the proper perspective. This will give you a truer sense of the value of a keyword and allow you to have more insight when setting bids on that keyword. You may also discover that keywords used earlier in the conversion process have more influence than you realized, which can help you avoid pausing or underbidding on these keywords.


More Mobile and Your Paid Search Campaigns

August 15th, 2016 by Jeff Kramer

BLOG-mobile-and-your-paid-search-campaigns-take-2Mobile has long been emphasized and data is increasingly showing the importance of mobile in the conversion process.

2015 proved to be a big year in that mobile has surpassed desktops as the primary device for searches. Mobile has changed consumer behaviors and the use of mobile phones is different than PCs. Data shows that mobile is used heavily in the research and evaluation process while PCs are used to complete transactions. That means bounce rate on desktop is dropping, as is number of pages visited, while conversions are going up. Simply stated, if you do not see conversions attributed to mobile devices, it does not mean mobile has not played a critical role in the conversion process. Looking at device conversions only could cause you to miss the importance of mobile in the decision process.

What steps can you take with mobile to help with conversions?

Have a mobile friendly site. Follow best practices such as having calls-to-action front and center, keeping menus short and sweet, and making sure site search is visible will make for a better mobile experience. You can read all 25 principles of mobile site design based on research done by Google and AnswerLab.

Have a fast site. The average impact of a one-second delay means a 7% reduction in conversion. Pages that load in three and five seconds compared to pages that load in one second converted 22% and 38% less respectively. The bottom line is the speed of your mobile site is important, even more than a slow desktop site, as it directly relates to higher conversions.

As an example, for an ecommerce site that earns $100,000/day, a one second delay in site loading equals $2.5 million in lost revenue for the year. Just one second. For Amazon, having pages load 100ms faster equals 1% more revenue, and their 1% can equal billions of dollars.

Optimize your Google AdWords and Bing Ads campaigns for mobile. Call extensions, mobile bid adjustments, mobile optimized ads and making sure your ads are pointing to mobile-friendly landing pages are factors to consider while optimizing your campaigns.

If you do not have a mobile strategy in place, you should strongly consider a plan to get you there. A path to converting may start on a mobile phone, jump to a tablet, then over to a PC, back to a phone and finally converting on a PC. The point being that providing a great experience with all devices is important to success and conversions. Do not ignore the importance of your mobile presence even if you are not seeing conversions directly tied to mobile devices.


Mobile and Paid Search – Why It’s a Big Deal

August 1st, 2016 by Nikki Kuhlman

BLOG-mobile-and-paid-search-why-its-a-big-dealOur Google AdWords reps came to visit us recently, and they brought along a mobile expert. She spoke to us for two hours about the importance of mobile to our clients businesses and shared some very eye-opening statistics.

  • A one second increase in your mobile site load time causes a 7% drop in conversions. For a company that does $100,000 in revenue per day – 1 second leads to $2.5 million in lost revenue per year.
  • A three second increase in page load time on mobile causes a 22% drop in page views, and 50% increase in bounce rate and 22% drop in conversions.
  • Fathead.com made their mobile site 37% faster and saw a 70% increase in mobile revenue per user.

Mobile searches have eclipsed the number of desktop searches in the US as well as in nine other countries world-wide. Mobile is here and it’s affecting your business. I’m seeing desktop impressions decreasing, regardless of increased desktop spend, and I’m seeing mobile increases in the 100% to 200% as the norm. If your business is not doing as well as it did last year, I would look long and hard at how your site is on mobile, because it’s very likely that your site is the cause. There’s a whole slew of data that shows how a poor mobile site experience can turn off a potential customer, not just for the moment but for the long term (see the thinkwithgoogle.com link below for the research).

Wondering how your site stacks up? You can check how your site ranks using two tools:
1. Check how friendly your site is on mobile devices: https://www.google.com/webmasters/tools/mobile-friendly/

2. See how fast it loads and what is causing issues at Page Speed Insights: https://developers.google.com/speed/pagespeed/insights/

One more place to get information: Google has launched an entire micro-site dedicated to helping you as business owners and marketing managers understand more about what it is and how it affects your business: http://thinkwithgoogle.com/micromoments