Google Ads Attribution Models Option
Posted: Sat Dec 21, 2024 4:36 am
So the first click caught their attention, but it didn’t really work. If it took more than one keyword to convert, you know the first keyword that drove the click wasn’t a high performer. So it’s not fair to look at the data that says the keyword is driving great conversion rates.
You targeted a good audience. You had a compelling call to action. Your keywords were on point, you created awareness. But when it came to conversion? Not enough.
Linear Model
The linear attribution model works by australia phone number library distributing credit equally across every interaction a user receives before converting.
For example, if you ran a multi-level campaign that focused on top-of-funnel clicks through search, display remarketing, and then RLSA remarketing, your conversion report would give equal credit to all three.
Linear modeling gives you a good idea of which channels and keywords are working and which aren’t.
If a user doesn’t click on your ad or keyword, they won’t receive credit. If you plan on running complex campaigns that drive people directly to convert from broad organic search terms, the linear attribution model is a good choice.
However, these campaigns need to be long-term, not short campaigns designed to target bottom-of-funnel traffic.
Google Ads Attribution Models Option #4:
Time Decay Model
Time-Depreciation-Model
The time decay model in Google Ads gives the most credit to actions that are closer to a final conversion.
So if users took 7-13 clicks to convert, but those clicks were spread out over months, the most recent clicks would receive the most credit. The
time decay model is the perfect choice if your campaigns are typically long and complex.
Selling ecommerce products online that you target keywords with through Google Shopping doesn’t benefit much from time decay modeling because sales are so rapid.
You targeted a good audience. You had a compelling call to action. Your keywords were on point, you created awareness. But when it came to conversion? Not enough.
Linear Model
The linear attribution model works by australia phone number library distributing credit equally across every interaction a user receives before converting.
For example, if you ran a multi-level campaign that focused on top-of-funnel clicks through search, display remarketing, and then RLSA remarketing, your conversion report would give equal credit to all three.
Linear modeling gives you a good idea of which channels and keywords are working and which aren’t.
If a user doesn’t click on your ad or keyword, they won’t receive credit. If you plan on running complex campaigns that drive people directly to convert from broad organic search terms, the linear attribution model is a good choice.
However, these campaigns need to be long-term, not short campaigns designed to target bottom-of-funnel traffic.
Google Ads Attribution Models Option #4:
Time Decay Model
Time-Depreciation-Model
The time decay model in Google Ads gives the most credit to actions that are closer to a final conversion.
So if users took 7-13 clicks to convert, but those clicks were spread out over months, the most recent clicks would receive the most credit. The
time decay model is the perfect choice if your campaigns are typically long and complex.
Selling ecommerce products online that you target keywords with through Google Shopping doesn’t benefit much from time decay modeling because sales are so rapid.