What Are Attribution Models & How Can They Help With PPC Campaigns?

Pay-per-click (PPC) campaigns can be used to drive visits, increase leads and most importantly, help companies reach their business goals. Attribution models can play a key part in successful pay-per-click campaigns, but what are they and how can you use them to maximise your PPC campaign?

What are attribution models and how may they help me?

Within your Google AdWords campaigns, you can edit your conversion actions to feature different attribution models. These attribution models collect data about your user and wherein their path they click on your ads. For example, imagine a user is browsing for a potential holiday and you own a holiday magazine that wants to increase traffic to your ‘best holiday destinations’ article. Attribution models show what keywords and search queries cause your ad to get clicked on by users. With this information, you can then optimise your ads to target specific locations within the user's search journey and maximise clicks through to your site based on these behaviours. Attribution models may also give you a chance to find keywords you may not be specifically focusing on that form a regular part of a user’s journey to your website. You can then create new ads within your campaign to target people searching for these terms and in turn reach people at multiple touchpoints throughout their journey.

What are the different attribution models?

We have highlighted the six most common attribution models and what you can expect to track if you choose to select one of them. Here is a list of the attribution models and what they do:
  • Last Click – This gives credit to the last click/path that caused them to take your desired action
  • First Click – This credits the first step in the journey to which a user took your desired action
  • Linear – This model gives equal credit to all stages of interaction from a user
  • Time Decay – The ad that was most recent in the user's steps to conversion get credited most and less credit is given to steps earlier in the user journey
  • Position Based – This gives you visibility into the first and last steps of the journey (40% to each) and then gives you details about the middle steps also (10% credit each)
  • Data-Driven – This is a model which is available when there is enough data collected from the campaign already. It automatically adjusts the accreditation percentage based on previous performance at each step (recommended).

Which attribution model is best for PPC?

Before you decide the correct model for your ad, consider what kind of data you want to collect and how it could be useful for future campaigns. Each model will have its benefits based on the intended goal. Therefore, work out what you want to achieve from the data as this will give you the best starting point when how to optimise your campaigns and keywords. If you’d like to discuss which attribution model is the best for your business and its goals, then please give AdPilot a call today and one of our experts will be able to advise on the best steps forward.