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.

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

Ad Extensions at the Ad Group Level – Google AdWords and Bing Ads

April 11th, 2016 by Molly Rod

BLOG-ad-extensions-at-ad-group-levelThere is no question that ad extensions are critical to the success of any search campaign. Extensions provide additional information about a product or service, capture more real estate on the search engine results page, and set your ad apart from the competition. All too often Google AdWords and Bing Ads PPC accounts include one set of extensions across the entire account and miss the opportunity to get creative with site links, call outs, and structured snippets. Creating these extensions at the ad group level will further tailor your message to the search query and make your ad even more relevant!

Site Link extensions (available on Google AdWords and Bing Ads) offer additional links for customers to click on. While the more general “Contact Us”, “Directions”, and “About Us” site links are necessary to include in the account, more specific ad groups may benefit from the use of tailored site links. For example, an ad group designated to blue sweatshirts could include site links to Men’s, Women’s, and Youth Blue Sweatshirts. Offering these extra links related to the search query could give the searcher more options to find a more relevant page.

Call Out extensions (available on Google AdWords and coming to Bing Ads sometime in 2016) provide an additional line of text and are a great way to reach your customers. Let’s revisit the blue sweatshirts example. While the account may be using more general call outs like “Satisfaction Guaranteed” and “Free Shipping”, we can get more specific for the blue sweatshirts ad group. “10% Off Blue Sweatshirts”, “15 Different Shades” and “Super Soft & Durable” will give the customer more information about the specific product and may make them more likely to click on your ad.

Structured snippets (available on Google AdWords) are currently only available in a few headings. If applicable to the business, this extension can allow an additional line or two of text to show with your ad. Account wide, you can use a snippet similar to “Types: Sweatshirts, T-shirts, Jackets, Long Sleeve Tops”. However at the ad group level, an ad for blue sweatshirts will not make much sense with such a general snippet. Instead, “Types: Hoodies, Pullovers, Crewnecks, Zip-Ups” would be more relevant to the search query and would increase the effectiveness of your ad.

Image extensions (available on Bing Ads) are a new way to add a visual component to your ads. Showing an image of a blue sweatshirt next to your text ad can really attract attention.

Using site link extensions, call out extensions and structured snippets creatively can increase the impact of your extensions strategy by making your ads more specific to search queries and increasing the relevancy of your ads. Get the most out of this extra space on the SERP and continue setting yourself apart from your competitors!