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PPC Attribution: Bury The Last Click and Move On

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Presenters

• Cassie Oumedian– Senior Digital Specialist at Hanapin

Marketing.

– @cass_oumedian

• Michael Wiegand– Analytics Architect at Portent, Inc.

– @mwiegand

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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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.

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The Last Click Problem

Game of (Last Click) Thrones.

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The Last Click Problem

It worked in 1995.

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The Last Click Problem

In 2015? Not so much.

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The Last Click Problem

But still we insist on:

Last click reporting Last click platforms Last click marketing decisions

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The Last Click Problem

Need proof?

Path Length report in Google Analytics.

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The Last Click Problem

Path Length Report.

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The Last Click Problem

Path Length Report.

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The Last Click Problem

Top Conversion Paths.

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The Last Click Problem

Top Conversion Paths.

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The Last Click Problem

You’re probably missing mobile.

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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

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Choosing An Attribution Model

Model Comparison Tool.

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Choosing An Attribution Model

Last Click.

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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

100%0% 0% 0%

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Choosing An Attribution Model

First Click.

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Choosing An Attribution ModelFirst 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%

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Choosing An Attribution Model

Linear.

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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%

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Choosing An Attribution Model

Time Decay.

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Choosing An Attribution ModelTime 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%

25%

20% 30% 40%

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Choosing An Attribution Model

Position Based.

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Choosing An Attribution ModelPosition 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%

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Choosing An Attribution Model

Custom Models.

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Choosing An Attribution Model

Custom Models.

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Choosing An Attribution Model

Custom Models.

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Choosing An Attribution Model

Custom Models.

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Choosing An Attribution Model

Custom Models.

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Choosing An Attribution Model

Custom Models.

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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)

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Choosing An Attribution Model

Inexpensive e-commerce (<$100)

Model: Position Based Weighting: 35%, 20%, 45% Lookback Window: 15 Days Engagement: Page Depth

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Choosing An Attribution Model

Expensive e-commerce (>$100)

Model: Position Based Weighting: 45%, 20%, 35% Lookback Window: 45 Days Engagement: Time on Site

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Choosing An Attribution Model

Short cycle lead generation (<30 days)

Model: Time Decay Half-Life: 15 Days Lookback Window: 30 Days Engagement: Page Depth

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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

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Choosing An Attribution Model

You win or you die?

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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

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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

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AdWords Attribution Review

Attribution comparison now in AdWords UI

Must be using AdWords conversion tracking Tools > Conversions > Search Funnels > Attribution Modeling

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AdWords Attribution ReviewAnalyze 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!

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Testing PPC Changes

Measuring campaign increases.

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Testing PPC Changes

Measuring campaign changes.

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Testing PPC Changes

Measuring campaign changes over time.

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Testing PPC Changes

Measuring campaign changes.

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Live Poll Question #4

a.) FREE Account Assessment from Hanapin (for accounts spending more than 20K/mo)

b.) FREE Opportunity Gap Analysis from Portentc.) No Thanksd.) Both

Would you like help with your PPC accounts and management? I’m interested in:

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Portent Feedback: michael@portent.com