We’ve all had those fears when we hand over our marketing initiatives to a vendor or partner that there will initially be a lot of work put into the account, and then it will be on autopilot...the old “set it and forget it.” When it comes to your paid search campaigns, if frequent updates are not being made, your campaigns will fall behind. There are many optimization tactics that should be focused on daily as part of a long-term strategy: negative keyword research and implementation, ad extensions coverage, mobile and tablet bid adjustments, search retargeting list refinements and bid modifiers, ad copy updates, etc. The list goes on and on.

When we introduced single keyword ad groups in 2009 everyone thought we were nuts. Illustrated best by this quote from a competitor “Finch is splitting campaigns into atoms and it becomes so complex it is impossible to manage.” Why did we do it? We did it for a very simple reason: it enabled us to isolate the variables that impact performance. The purpose of isolating those variables was to build an algorithm and data model combination to dramatically increase the accuracy of setting the bid to gain more leverage and reduce risk.

Your website was built to do one job: convert visitors to paying customers. Google's changes in attribution modeling allows digital marketers to determine the value of paths that lead to a conversion. By utilizing attribution correctly, you can get a much closer look at the kinds of marketing that your customers respond to, what this means to your marketing and how to best use each model based on your goals.

As Bjorn said during the webinar, "...over the past year there have been more changes to attribution modeling and options than in the previous 10 years. This creates a lot of opportunities and also a lot of confusion..." We held this webinar to help increase education, diffuse confusion and get a good discussion going. 

“We have a long customer journey with many touchpoints. Our customer journey is long; however, they can’t start this long journey until they first know about us and visit our website. I want you to focus some budget in ensuring users enter our funnel. Can you accomplish that task?”

Attribution models are mathematical formulas that let you give credit to user touchpoints along their journey from discovering your company to becoming a loyal customer.

The problem of attribution isn’t the models. 

I recently met with a prospective client whose company spends a lot of money buying clicks from Google and Bing.  She came to us by recommendation from one of our clients and was very frustrated from what she described as a series of “bad agency experiences”. Her company had been spending more and more buying clicks from Google and Bing, but revenue had stayed flat and the cost of that revenue had gone up.  Here’s the conversation we had as a way to share a very common dialog Finch has with new clients about attribution modeling.