Skip to main content

Google Ads Tutorial: Google Ads Attribution Models

Google is a powerful tool for all businesses, which is why we’re passionate about helping you get the most from the biggest search engine on the market, such as the features and programs it has to offer.

In this blog post, we’ll provide you with an overview of conversion attribution models and how they can lend a hand regarding marketing and the day-to-day running of your business. By continuing to read, you’ll learn what they are, how your company stands to benefit from implementing Google Ads attribution models, and how you can implement the strategies into your current plan.

At SF Digital, we’re dedicated to all things Google because we understand the impact it can have on your organization.

Watch our video on Google Ads Attribution models here:

What Are Conversion Attribution Models?

Thanks to the internet, an online user can consume many adverts, some of which are from the same company. Unfortunately, it’s not easy for the business (you) to determine which ads are effective and which require further investment.

Thankfully, Google Ads attribution models provide a solution as they allow you to decide how much weight each ad interaction gets for your conversions. For instance, a hospitality firm may care more about how customers interact with the brand, whereas a travel and tourism enterprise ranks ad interactions on the journey as more important.

Google Ads’ conversion attribution feature gives you the power to choose the interactions and conversions that matter the most.

The Benefits

First and foremost, attribution modeling offers businesses the chance to optimize their marketing campaigns by highlighting how different adverts perform. But, there is more when you delve deeper. It’s tempting to prioritize Google Ads via the “last click” methodology that awards the advert that the user clicked on last as the most important in the process.

Sadly, this isn’t always the case, and your advertising becomes skewed as a result. Conversion modeling encourages you to stop ignoring the adverts along the way by showcasing their importance. This means you can:

  • Reach customers earlier: The earlier you reach shoppers and influence them, the greater the impact.
  • Match your business: By using the right model for your goods and service, you can match your business to an effective process.
  • Improve your bidding: With more knowledge on how your adverts perform and why you can tweak your bids accordingly.

If your evaluation techniques are wrong, it affects all the data you collect and collate. With the help of conversion attribution, your Google Ads campaigns will be more intelligent and interactive than ever.

How To Choose The Best Google Ads Attribution Model

Picking the right attribution model is critical as it dictates how you rank and analyze leads and conversions. There are two main schools of thought – data-driven and rule-based.

Data-driven is widely used when businesses have the conversions to qualify. Otherwise, it’s better to go for a rules-based approach. The key is to let the software do the heavy lifting as it will automatically open your eyes to the broad picture. Therefore, there’s no reason to guess and estimate numbers. Entrepreneurs and business owners love turning on the data-driven attribution feature as it does the following:

  • Values all steps on the conversion path
  • Works with automated bidding
  • Also works on short conversion paths
  • Quick and easy to implement

However, you may not have the data to optimize this model. If you don’t, there are tonnes of rule-based strategies that Google Ads offers. We’ve already spoken about one – Last Click – so let’s move on some more.

  • First Click: The opposite to Last Click, it gives all the credit to the ad and keyword the consumer pressed first.
  • Linear: This ensures that the credit for the conversion is spread equally among the adverts and keywords and phrases.
  • Time Decay: The Time Decay element is where more emphasis is placed on the marketing materials that consumers interacted with closer to the time of the conversion. Rankings are done via a seven-day timeline, which means an interaction one day after conversion would rank twice as high as an interaction eight-days after the fact.
  • Position-based: 20% of the credit goes to the interactions within the middle sections, with the other 80% split evenly between the first and last ad interactions.

The decision is yours, yet a smart move is to use the data-driven option if your conversions qualify.

Setting Up Google Ads Attribution Models

We know that Google Ads’ features are sometimes hard to understand. That’s why SF Digital is happy to simplify the journey. By contacting us today, you can gain access to these incredible programs, as well as much more.

For more information on Google Ads Attribution Models please visit the Google Support Centre:

If you enjoyed this article, you may also like:

Join in YouTube Live stream every weekday at 1600 hrs. Set your reminder here

Labels:

Comments

Post a Comment

Popular posts from this blog

The Fastest Way To Scale Your Google Ads Campaigns (Without Losing Money)

Google Ads can feel like a high-stakes casino. You’re trying to win big, but one wrong move and your budget vanishes faster than a free pizza at a tech conference. The dream is to scale your campaigns, reach more people, and see those conversions roll in. But the nightmare? Spending more and getting less. So, how do you put your  Google Ads campaigns  into hyper-growth mode without burning a hole in your wallet? It’s not about magic tricks or secret algorithms. It’s about smart, calculated steps that build on what’s already working. Stop Chasing Shiny Objects – Look at Your Data Before you even think about adding new keywords or expanding to  new audiences , take a deep breath and look at what you already have. Your existing campaigns are a goldmine of information, if only you bother to dig. Which keywords are bringing in conversions?  I’m not talking about clicks here. I’m talking about actual sales, leads, sign-ups – whatever your goal is. If a ke...
Post a Comment
Read more

What Is A Key Benefit Of Smart Display Campaigns?

You’ve probably heard about  Smart Display campaigns  if you’re running online ads. They are one of the easiest ways to get your ads in front of the right audience without spending hours tweaking settings. Simplicity At Its Best One of the biggest benefits of Smart Display campaigns is how simple they are to set up. Unlike traditional display campaigns, where you have to choose targeting, bids, and ad placements manually, Smart Display campaigns do all the hard work for you. Automation That Works For You Google’s machine learning takes over and ensures your ads are shown to the right people at the right time. It automatically adjusts bids, selects the best placements, and optimises your campaign for better performance. This means you can focus on your overall marketing strategy while the system fine-tunes your ads in the background. No Technical Expertise Needed Not everyone is an expert in digital advertising, and that’s okay! With Smart Display campaigns...
Post a Comment
Read more

Google Ads Hacks: What The Pros Don’t Want You To Know

Ever felt like Google Ads is a hack club with a bouncer named “Algorithm” and you’re stuck outside, peering through the velvet rope? You’re not alone. Many businesses, big and small, grapple with the complexities of Google Ads, often feeling like they’re pouring money into a black hole. The “pros” – those agencies and consultants who manage huge budgets – often talk a good game, but some of their “hacks” aren’t hacks at all, just common-sense practices they’ve refined. But what if I told you there are some things the pros might not explicitly tell you, not because they’re malicious, but because it challenges the mystique they’ve built around their expertise? These aren’t shady tricks, mind you, but rather fundamental insights that can shift your perspective and empower you to take back control of your ad spend. Let’s pull back the curtain a bit. Hack #1: Your “Quality Score” Isn’t Just About Your Keywords You’ve probably heard about  Quality Score . Google tell...
Post a Comment
Read more