Michael Wiegand and Cassie Oumedian walk through choosing an attribution model for your business that'll give you greater insight into paid campaign performance. Last click attribution is dead. Bury it and move on to another model!
Move Beyond Last Click Attribution With Custom PPC Models
1. Bury The Last Click and Move On
#thinkppc
PPC Attribution:
& HOSTED BY:
2. #thinkppc
Presenters
• Cassie Oumedian
– Senior Digital Specialist at Hanapin
Marketing.
– @cass_oumedian
• Michael Wiegand
– Analytics Architect at Portent, Inc.
– @mwiegand
3. #thinkppc
Join the conversation
• Include the hashtag #thinkppc in your
Twitter tweets.
Or use the webinar question box to send
us questions.
4. #thinkppc
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
5. #thinkppc
Live Poll Question #2
How do you manage your account(s)?
#thinkppc
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
16. #thinkppc
The Last Click Problem
What does it mean?
Last click can’t possibly credit decision-making
Last click gives too much credit to direct
Last click hamstrings your investment in top-of-funnel
19. #thinkppc
Choosing An Attribution Model
Last Click
Last click can’t possibly credit decision-making
Last click gives too much credit to direct
Last click hamstrings your investment in top-of-funnel
0% 0% 0% 100%
21. #thinkppc
Choosing An Attribution Model
First Click
First click can’t possibly credit decision-making
First click too much credit for just clicking on an ad
First click not enough info on what helped the ad convert
100% 0% 0% 0%
23. #thinkppc
Choosing An Attribution Model
Linear
Linear givens equal credit to each piece of the funnel
Linear the participation award. Everyone wins! Not so much…
Linear too much credit to the middle funnel terms
25% 25% 25% 25%
25. #thinkppc
Choosing An Attribution Model
Time Decay
Benefits long decision making process with heavy research
Lead Gen accounts typically work well with Time Decay
Provides more attribution to action closest to Conversion
10%
20% 30% 40%
25%
27. #thinkppc
Choosing An Attribution Model
Position Based
Works well with ecommerce accounts
Provides more accurate decision making data based on conversions
A good starting point but you can adjust the weight of the position %s
40% 10% 10% 40%
34. #thinkppc
Choosing An Attribution Model
Starter models for 4 businesses.
Inexpensive e-commerce (<$100)
Expensive e-commerce (>$100)
Short cycle lead generation (<30 days)
Long cycle lead generation (>30 days)
35. #thinkppc
Choosing An Attribution Model
Inexpensive e-commerce (<$100)
Model: Position Based
Weighting: 35%, 20%, 45%
Lookback Window: 15 Days
Engagement: Page Depth
36. #thinkppc
Choosing An Attribution Model
Expensive e-commerce (>$100)
Model: Position Based
Weighting: 45%, 20%, 35%
Lookback Window: 45 Days
Engagement: Time on Site
37. #thinkppc
Choosing An Attribution Model
Short cycle lead generation (<30 days)
Model: Time Decay
Half-Life: 15 Days
Lookback Window: 30 Days
Engagement: Page Depth
38. #thinkppc
Choosing An Attribution Model
Long cycle lead generation (<30 days)
Model: Time Decay
Half-Life: 45 Days
Lookback Window: 90 Days
Engagement: Time on Site
40. #thinkppc
Choosing An Attribution Model
How do you know if it’s working?
The only channel losing value is Direct
The channels you invest in show no change
The channels you invest in show positive change
41. #thinkppc
Live Poll Question #3
Which Attribution Model are you most
interested in using?
#thinkppc
a) Last Click
b) First Click
c) Time Decay
d) Position Based
e) Custom Models
42. #thinkppc
AdWords Attribution Review
Attribution comparison now in AdWords UI
Must be using AdWords conversion tracking
Tools > Conversions > Search Funnels > Attribution Modeling
43. #thinkppc
AdWords Attribution Review
Analyze attribution performance down to the keyword level
while making optimizations.
Prevent pausing or bidding down Campaigns
or Keywords that may show Poor Last Click
ROAS or CPA while in fact, they are actually
driving more revenue and conversions than
reporting in the UI. You knew it all along. Now
you have proof!
48. Would you like help with your PPC accounts
and management? I’m interested in:
#thinkppc
Live Poll Question #4
a.) FREE Account Assessment from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE Opportunity Gap Analysis from Portent
c.) No Thanks
d.) Both
50. #thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Portent Feedback: michael@portent.com