Using the attribution Method on keywords for small SME‘s and Large?
Using the attribution Method on keywords for small SME‘s and Large?
Does the attribution model work with small marketing campaigns? The answer is simple, Yes.
This is why ….
1. If we take a client that takes 1500 € with Google Adwords , 14 out of the 784 keywords are used just once and then created a conversion. That’s 2%.
2. Average duration between the first and last click is 0.5 of a day.
This means that 98% of people use more than one keyword before buying … but Google adwords has been focussed on giving you data on the last click. OK things are changing in adwords /analytics but to date the information displayed is just on paid search.
Once you have identified the keywords that are creating conversions through all of the touch points of a conversion you are able to distribute the sales across all of the keywords.
Now you are able to distribute your spend across of the different stages of a conversion cycle and optimise for these stages, how you are faced with an attribution conundrum. At the most basic level, we want to analyse what keywords are the most effective at each stage of the buying cycle. What are the keywords that drive the campaign, create interest to the browser and create engagement, it is here you are then faced with budget allocation. On small campaigns this is not really needed other than to identify the best keywords that create interest and initiate the browser , and you want to gain as many as these as possible. Again UCQuence segregates these keywords into categories so you can see your developments.
Your first challenge is to simply assign tags to every digital type of media you are using, and your conversion pages. Like all things in the digital media this is not easy, and in this landscape all of the multiple media buying channels , using bidding strategies , marketers are left wondering what attribution model is providing sub – optimial performance and what is not . We have found tracking the overall CPA in each of the marketing channels is a good idea as a key performance indicator of your campaign. Again this system works on larger campaigns and with small budgets, although the results take longer.
Like everything online things move at a rapid rate and the last click model is dying , eg the last text ad, image or video before the user converted gets 100 % of the credit. Savvy marketers know that this model oversimplifies the consumer decisions process, and it is just showing you just one stage of the buying cycle.
Here is an example; when you are out buying an electronics good and you have the choice between a sony … and a LG TV which one will you choose if they are exactly the same in price and options. Behind our thought process we quickly process information that we have stored subliminally from previous marketing campaigns, this has an influence on the brand, therefore to finalise the sale. Attributing this kind of strategy is the same as targeting keywords that have this effect on the brand (or branded keywords). We have been looking at the attributes that optimise keywords in this cycle and when patterns arise to give them a higher weighting. You can combine this with a predictive statistics to give a very powerful method of attribution (not covered here)
Bidding systems only increase this particular error on the last click as they do not take into consideration the attribution model. The last-ad model narrows the focus on the last impression, ignoring everything that precedes the last click. Instead marketers will be looking at optimising groups of users each stage of the buying process, so instead of trying to build impressions when the user is going to buy, they will focus on new users at the beginning stages of the decision cycle. No matter how you view this this year will certainly be an interesting one, the important change is how marketers change this perspective on current models.
Strategy to optimise at every stage of a buying cycle
- You need to know what the touch points of a conversion are. To capture this and then be able to analyse this for each individual user. Did I fail to forget Ucquence, Ucquence is able to give you this data for a campaign.http:/www.ucquence.com
- Analyse the unique visitor paths and gradually over time look at the patterns starting to appear (type of keywords, frequency, engagement variable)
- Analyse your results and see how each of these perform on your overall objectives , at a granular level and a campaign level.
Simple strategy:
Set up your campaign to maximise the number of keywords at the beginning of a conversion , the INTRODUCERS, use UCQuence to analyse this data and optimise keywords at the beginning of the sequence and then analyse the CPA of the whole campaign. Review the information over each of the groups average delays.
There is no exact attribution model but over time analysing and testing will produce a reduction of your CPA by 20 – 25%, for lead contracts this tends to be more, as we have achieved 60% reduction. Each attribution model and objectives are different for every client as is the complexity of the decision for the company’s product/service/conversion.
Please feel free to contact me glen.mortimer@perferencement.com or take a look at http:/www.ucquence.com as I will be only too happy to explain some of the strategies that suit your goals.


