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.
This education filled webinar is presented by two Google gurus: Brad Geddes, Co-founder of Adalysis and Bjorn Espenes, CEO of Finch.
About the Presenters
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an automatic ad testing platform and the founder of Certified Knowledge, an online paid search training and toolset provider. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program.
Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft.
Bjorn Espenes is a serial entrepreneur who in 2009 with co-founder Eric Maas, started Finch to solve the biggest problem in the paid search industry: to fix it. Paid search agencies have not been able to keep up with the technology boom from Google and similar engines. Instead they lean on archaic efforts to continue marginal growth. Finch took another approach. They built a highly-scalable model where programmatic advertising takes center stage.
Finch won Google’s “Best Shopping Performance 2016” and is in the top 5% of agencies as a Google Premier Partner. They boast a global team of Google Certified and Bing Accredited Professionals. Finch is headquartered in Salt Lake City, Utah with offices in Europe, Australia and Asia. Finch has been recognized by on the Inc. 500 in 2013 on the “500 Fastest Growing Companies in America”. Finch strives to be the best paid search partner on the planet.