Not all YouTube ads are created equal. Most companies track the success or failure of their online ad campaigns based on the “last click” model. This inadvertently attributes all of the credit of a sale to the last clicked ad or keyword searched by the consumer.
However, when it comes to converting an online browser into an active shopper, a consumer may see several different ads before they decide to purchase. And, each of these ads would have played a part in getting them to make that final sales click.
Using a ‘last click’ metric makes it difficult to get a well-rounded picture of the effectiveness of your entire campaign. Instead, leverage attribution models in your Google Ads. Doing this allows you to be able to choose how much credit each ad type gets for your sales conversions. This way you will have a better understanding of which ads perform best in helping to close the sale. And will show you how you can optimize your ads across the entire customer journey.
Attribution models, therefore, help with:
- Craft more compelling messaging earlier on in the customer purchasing cycle. Find opportunities to influence customers to buy when they first see your ads. It’s more effective to convert buyers early than after multiple exposures.
- Determining what types of ads work best for your business. Not all attribution models work for all companies. By leveraging attribution models with Google Ads, you can test and refine what works. This helps you identify the most effective model for optimizing campaigns.
- Improving your ad bidding. You’ll know which ads perform best for your audience. This will all you to be able to invest more money into those outlets. Then you can steer money away from others that may not effectively drive people to a sale.
To truly maximize your results with attribution models, it’s important to consider all of the actions and ad types your customers may see along their journey to purchasing from you. Taking the time to review your marketing campaign success. And then determine which type of attribution model to use after knowing which steps along the customer purchasing process are critical to turning browsers into shoppers.
For example, you might attribute credit for the sale to the first ad clicked versus the last ad clicked. Likewise, you may find that the most recent ads clicked within 12 hours leading up to a sale should be more heavily weighted than ads clicked outside of this window. Keep in mind that honing in on the best attribution model for your business will require you to understand the entire customer journey and consider what factors may influence if and when a customer buys.
The more data you can analyze to better understand your customer’s purchasing behavior the more equipped you will be in knowing where to invest your marketing dollars to get maximum results.