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.
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.
Does Google Ads cannibalise on organic traffic - A study with Google Analytics data for E-commerce stores
One question I usually get from our clients is “how much traffic does Google Ads take from the organic channel?” This is a concern I can understand that business owners are having, why pay for clicks that you can get in for free? I wanted to find out one time for all, does Google Ads help other channels get revenue or does it “steal” it?
Google Has Introduced 4 New Search Ad Position Metrics To Get The Most Out Of Average Position.
Here is our top 5 sources for continuous learning within Digital Marketing and Google ads. Youtube, Blog, Online, Apps or pod.
At Keywordio we work really hard to learn fast and share our insights. 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 the morning routine to start every day reading one article and on Fridays I have blocked 2h 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 it in our current projects.