In this article we will look at the basics of attribution modelling and why it can play a crucial role for your e-commerce. We will discuss what, why and how to deal with attribution.
What is Attribution Modelling?
Attribution modelling is a system which can help you get the most from your marketing mix. Today many shoppers are used to searching for information and best prices so they will not necessarily purchase the first offer they see online. However, each time they return to your page they might do so through a different channel. Attribution modelling means that you look at these different channels and encounters or interactions and give them a value so let's have a look at the different types of interactions that can take place:
While having an E-commerce store 10 years ago gave you a competitive edge compared to the stores/outlets selling similar products, today's customer's buying pattern has changed a lot. Today having an E-commerce store is not sufficient to gain the audience and target the customers just as easy as we thought.
Here are our top 8 sources for continuous learning within Digital Marketing, Google Ads, Google Shopping, Youtube, Conversion rate optimization CRO and A/B testing.
At Keywordio we work really hard to learn fast and share our insights so you can grow your webshop. Digital marketing and Google Ads is a fast pace environment and you can always learn something new that’s why we combine webinars, events and written content to share insights the way that suits your taste.
For myself, I have set a morning routine to start every day reading one article, and on Fridays I have blocked 2 hours in my schedule for deep learning. This is one of my favorite moments in the week where I can deep dive into a subject, run an interesting tutorial and reflect on how to apply that into our current projects.
Hope you find something interesting in the list below. If your favourite free marketing course is missing drop me a link ( firstname.lastname@example.org ).
Learn what many CMO and Ecommerce manager miss in their current Google Ads and Google shopping strategy
This online course will give you a simple tool and dashboard that you can use to set the correct targets for your Google Ads and Google Shopping strategy. Either if you are using an external agency or manage Google Ads yourself. Setting the right targets is key for your success.
In this online-course you will learn how to use a simple tool in Google sheet to calculate the optimal target for your business. Learn how to follow up and track your progress in Google Ads or Google Shopping.
Get the free tools used and shared in the online course
- Google Sheet, Ecommerce economics - transfer your business Goals into your Google Ads strategy with benchmark data.
- Data studio, Dashboard for you to instant access and following your progress towards your targets.
- Video guided tour so you can step by step follow how to analyse the performance in Google Ads and Google Shopping.
Google Skillshop (former Google Academy for Ads), Googles own platform for online courses and free learning
- Competence level: Full range from beginner to advanced level of experience.
- Time: Full range from bite sized segments upto long courses with certification tests.
- Format: Online - Combination of written, video and engaging quizzes.
Google Skillshop (former Academy for Ads)
Top course that we recommend for Google ads and Google Shopping on Skillshop:
Google Ads Search Certification covers basic and intermediate concepts, including best practices for creating, managing, measuring, and optimizing search ad campaigns across the search network.
Time: 9h Competence level: Beginner
Google Ads Fundamentals covers basic and intermediate concepts, including the benefits of online advertising and Google Ads, and best practices for managing and optimizing Google Ads campaigns.
Time: 3.7h Competence Level: Beginner
Google Shopping Certification covers basic and intermediate concepts, including creating a Merchant Center account and product data feed and creating and managing Shopping campaigns.
Time: 7.3h Competence Level: Beginner
Optimization means using performance data to find what gets results and doing more of it.
Primer App, Google own app for bite size learnings
- Competence level: Beginner to mid level of experience
- Time: Short
- Format: App based course for iOS and Android
Find Valuable Insights in Peoples Online searches
Understand and read more the just what people search for. Understanding intent and use that will make a big impact and generate new ideas for your online marketing.
- Competence Level: Beginner
- Time Short
Cloud for Marketing, Google cloud
In this session, you'll learn how to use Google Cloud technology to: 1) test a hypothesis for how to drive profitability for your business; 2) identify an actionable plan firmly rooted in data and Machine Learning driven insights; and 3) execute on it in the form of a personalized marketing campaign.
Time: 72 min Competence level: Advanced
Scaling Interactive and Insightful Dashboards with Data Studio and BigQuery
Large datasets in BigQuery might make it cost prohibitive to scale dashboard solutions. Unless carefully designed, solutions can lead to queries piling up with repeated viewing and result in significant costs in BigQuery. Google Data Studio lets users build interactive shareable data visualizations using their BigQuery data. In this session, we will show the common failure points and how you can build scalable, interactive, insightful dashboards in Data Studio from BigQuery data.
Time: 35 min Competence level: Advanced
Most companies get more visitors from mobile than desktop, but many mobile sites are still not optimized to perfection. The result is suffering conversion rates and missed revenue.
It's time to fix this!
Learn how to build your own framework for how to continuously experiment and improve your customers experience in your webshop. Getting the right traffic to come in from Google without a giving them an amazing mobile experience is a big waste of money.
In this course you learn why and what to test. How you easy can run qualitative studies to learn more about your users. How quantitative studies help you take data driven decisions.
Below you can go straight into a separate if you dont have time to take the full course
Why mobile is important
HOW TO FIX MOBILE
In today’s competitive world, Google ads can be a great way for businesses to stand out from other search results. But running ads is getting more and more expensive, and many eCommerce companies aren’t optimising their search strategies as much as they could in order to increase their ads’ ROI.
A primary query that most clients pose is – “How much traffic will Google Ads thieve away from organic channels in general.”
This happens to be a major concern for most business owners. Why pay for
something you can get done for free?!
We aimed to figure out that very same puzzle. (You’re welcome!)
Is Google Ads, the Robin Hood to other organic channels or does it take away from them and keep to itself?
That is the question!
To complete a successful attempt at understanding this enigma, several ecommerce accounts were put through Google’s Analytics grinder.
We will be expanding on the results in this document.
Bear in mind though, we are talking about accounts that have had more than one touchpoint.
So, if a client were to hypothetically, to punch in the URL to your portal and purchase some of your ‘merch’, (nice bubble) you aren’t going to find them in the reports we’re touching upon in this article.
The most common path taken by clients who utilize Google Analytics is that of paid search x2.
In layman speak, if John/Jane Doe were to click on a paid ad twice before making a purchase, it would account for 2.5% of the total sales, during that respective period.
The second most common path to conversion is that of a client approaching your business directly.
As in, if Mr. or Ms. Doe stumbled upon your website by way of a google shopping ad, and upon learning of your company’s existence, were to come back to said portal and make a purchase – this would result in a ‘direct sale.’
Although paid search x2 amounts to more conversions, paid search (direct) accounts for higher revenues.
By how much you ask?
3.4% of the total sales.
And, through Google Analytics, this is flagged as a direct conversion, irrespective of the fact that the client first found your business through a paid source.
Google Has Introduced 4 New Search Ad Position Metrics To Get The Most Out Of Average Position.