In the last blog, Rylea Sloat did a great job of summarizing AdWords attribution and how it can change the performance of the campaigns. If you haven’t read it yet, start there and then come back to read about how attribution modeling impacts the performance of branded terms.

First, let’s start with a quiz about attribution modeling. The above diagram shows three different click paths. For each click path which click is credited with the conversion? Of course the answer is “It depends.” 

Attribution modeling has been around for some time now and most digital marketers have utilized or, at the very least, heard about this buzzing concept. As online advertising continues to evolve, so does our ability to capture new data; but how you use that data will set you apart from the rest. 

The idea of Adwords attribution is to be able to attribute conversions to multiple conversion actions or touch points in a purchase path. This allows you to be able to influence customers earlier in the clickstream and better manipulate the allocation of your spend based on what ads and keywords the user engages in before purchasing.

There is a long line of digital advertising agencies who tell you that they will “make your account perform better than anyone else.” Google has over 15,000 partners for AdWords, and each of them has their own approach or story.  

Ours is a complex industry that is getting more and more difficult to navigate. Unfortunately, most agencies have not been able to meet the complexity with improved technology, instead they compensate by stretching the truth, making empty promises, or worse; blatantly lying to their customers. 

The worst thing you can do in advertising is waste your money.

It seems simple but back in the days where billboards, newspapers and TV advertising were the only options, figuring out which advertising dollars were put to good use was no simple matter. Even more difficult was to figure out ROI from the money spent.

Finch has a few types of clients that work very well with our technology and approach. One of those types of clients are those looking to generate more leads for their business. Unfortunately, 30-50% of leads generated by marketing efforts are junk leads. No good, worthless leads.

Our COO, Jason Lowry and Google’s Account Development Manager Leslie Wright, discussed how to tackle this problem while attracting better, higher quality leads at Google’s Mountain View, CA studio.

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