Smart Attribution Modeling

In an effort to connect web users with great content (and make the world a better place), Google is constantly improving its algorithm and filling SEO drivers with dread.

Updates such as Penguin and Panda have completely changed the registration structure. The things your site found on page 1 just don’t work anymore. But don’t believe the harbinger of fate: SEO isn’t dead … it’s different.

There are many ways to understand the effectiveness of your SEO to improve your ranking and improve the visibility of your website. the  important part of the process is attribution modeling,

What is the attribution model?

Attribution models are a system that allows you to get the most out of your marketing mix.

Modern internet users are smart and don’t always buy the first thing they see online. They often don’t buy anything before visiting the site a few times.

This way they can go through a different channel every time. An attribution model is a rule or combination of rules, that determines the value of each channel.

Types of interaction

The ways a user can access your site are called interactions, and there are four main types:

1. Direct: a user enters the URL in their browser and visits the website without interacting with the marketing mix.

2. Team: A user searches for your company or a relevant topic/sector and the search engine provides a series of links to websites. They are known as organic search links. SEO means making sure the user selects your link.

3.Paid Ads: PPC links drive traffic to the site on a cost-per-click basis. The more successful they are, the more they will cost. Product listing ads work the same way but appear in popular shopping centers. Social networks such as Facebook and Twitter also advertise for a fee.

 4. Referrals – Most indirect traffic comes from search engines, but it can also come from referrals. Any link from a website or online article to your website is known as a referral link.

Types of Attribution Model

Last interaction: the default Analytics configuration.  This is the easiest way to determine value, but it does not recognize other points of contact in decision-making.

First interaction: 100% of the credit goes to the beginning of the journey because without this ad or paid link, the user will hardly find the site. Many online marketers are the first point of contact in the conversion process; others seek even more details.

Linear: here an equal value is provided for each interaction. Thus, if a user visits a website four times through organic, referral, paid and direct advertising, each user will receive 25% of the credit. Conversion paths can range from 1 to 11+ interactions. All you have to do is divide the amount by the number of steps.

Location-based: this popular method assigns a value to each touchpoint, but gives the first and last main value. The most common form, known as the bathroom model, divides 80% of the conversion value between the first and last interaction; with 20% for everyone else.

Save time: Another way of thinking is to add more and more value to each phase of the journey. This is known as a learning model (how to add value) and is mainly used for short-term campaigns and promotions where the goal is to get a conversion as quickly as possible.

Why is the model price important?

Simply put, it tells you which marketing channels are working and which are not.

Without attribution, conversion data is likely to be dominated by direct traffic. This may make you think other channels are less valuable. But if you go a little deeper, other channels will likely play a much greater role in the conversion process.

A customer may have switched to a direct visit but discovered their brand through a banner, PPC ad, or SEO link. These channels are especially important if your business does not return often. New visitors who don’t know your brand will not reach you directly.

3 strategies anyone can use to succeed from the last click

1. Follow the path to success and measure assisted conversions

The first lesson you learn in baseball is to keep your eyes on the ball, and your first lesson in attribution modeling is to follow attribution paths. Knowing what keyword a user converted to is great, but it can be more useful to know what keywords or keywords the user searched for before moving on to the keyword!

2. Choose the correct attribution model

The value of a performance depends on the game you are playing. A single ball is unlikely to change the outcome of a basketball game, but a single move can change the outcome of a hockey or soccer game. As a result, there is no way to value each player’s contribution to their team. Different models are used for different sports to match the value of different goals. Likewise, Google Ads offers different attribution models for different advertising purposes.

3. Add other channels to your model

No player wins alone – improve with teamwork. Likewise, even the best Google Ads campaign doesn’t work on its own. Don’t look for a job in a vacuum; respond to all your offline campaigns, not SERP. That’s why it’s important to understand the impact of your email, social media, video, and offline ad campaigns.

Conclusion:

It’s very easy to make the mistake of attributing all conversions to the last click, but the image is much more complicated. Use the refinement of your attribution models with these strategies and gain a much deeper understanding of where your customers come from.

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