“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, US department store merchant (1838 – 1922).
For many years we believed online marketing went a long way to counter this statement. To some degree we were right.
In a much simpler environment, before multi-device usage, for example, understanding which channel of online marketing was working was reasonably simple.
A customer would typically use one computer to do their research and purchasing. Tracking their interactions with our marketing was reasonably easy to do.
Now users not only use multiple devices to research and purchase, they use much more complex search strategies too.
We’ve been so used to using the default Google AdWords, and Google Analytics, “Last Click” attribution model that some of the decisions we now make about which channels are bringing in the sales are incorrect.
In this week’s podcast, I discuss the various attribution models you can apply in Google AdWords and suggest which ones you should try. I will also introduce you to Google’s new “Data-Driven” attribution model and Smart Bidding.
Listen in to learn more.
Resources mentioned in the show
Google AdWords Data-Driven Attribution Model
Purple Bricks case study, a 28% uplift in conversions
Listen in and as always if you have any questions you can get in touch via Twitter @SeanClark.
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