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Google Ads Tutorials: Optimizing on a non-last-click attribution model

Google Ads Tutorials: Optimizing on a non-last-click attribution model


[light music] Switching to a non-last-click attribution model is the
first step towards optimising for better account performance. The second, equally important, step is
to act on the data from your non-last-click model. Non-last-click models give credit to all clicks
throughout a customer’s conversion path on the Search and Shopping network. After transitioning
from a last-click to a non-last-click model it’s common to see a shift in
conversions from desktop to mobile devices and from branded to generic, non-branded keywords. This is because mobile devices and generic keywords
are often undervalued on a last-click model. For example think about the journey
of purchasing a new mattress. You first conduct a generic search for ‘Best mattress’
on your mobile device during your commute. You later search
‘Mattress in a box’ while at home. You eventually find
a branded mattress that you like search for it and then buy the mattress on your desktop. On a last-click model your non-branded searches
that led to clicks on mobile receive no conversion credit. Whereas on a non-last-click attribution model all search clicks
across the conversion path receive credit. This data allows you to make
informed decisions on what to optimise for. How exactly conversions shift
after changing attribution models is dependent on
your customer’s conversion path. Longer customer conversion paths
will see larger shifts in conversion credit while shorter conversion paths
may see smaller changes. Once you’ve updated your attribution model your ‘Conversions’ column will now reflect your new
non-last-click model when new conversions occur. You can then use this data to optimise for which
touchpoints drove the most value for your business. There are three recommended actions: Adjusting targets or bids testing new keywords and re-examining campaign budgets. The recommended bidding approach
is to adopt Smart Bidding in Google Ads. Smart Bidding uses advanced machine learning to
help you tailor the right bid to each and every auction. Smart Bidding is most powerful
when paired with non-last-click attribution since it optimises bids for
your customer’s entire conversion path. If your account is not on Smart Bidding and you’d like to use it with
your non-last-click attribution model you can make this change
instantaneously after changing your model. Since conversion credit will shift
under your non-last-click model it’s important to adjust
campaign targets to this new data. When adjusting your targets consider your conversion Time Lag. The Time Lag report shows how many days it takes the
average customer to convert after their first click on your ad. If the average conversion Time Lag
is about four days long exclude the most recent four days
from your reporting. After an attribution model change look at the ‘Conversions (current model)’ and ‘Cost per conversion (current model)’ columns
to set your new Target CPA or Target ROAS. The ‘Cost per conversion’ column shows what your average CPA
or ROAS is for your set time period. The ‘Cost per conversion (current model)’ column shows your average past CPA or ROAS
under your selected non-last-click model. This column shows you
what your new CPA target should be so that your model change has
no impact on your overall investment levels. In this example Target CPA should be adjusted
based off the current model CPA. If you use manual bidding use the new conversion data as your
source of truth for optimisation going forward. Invest more in keywords that
perform well under the new attribution model. After adjusting campaign targets or bids think about testing new keywords. On a last-click model some keywords may have been paused
or deleted due to low conversion volume or a higher cost per conversion. On a non-last-click model these keywords may receive more
conversion credit and should then be tested. Since conversion credit
may be distributed across campaigns it’s necessary to re-examine
Search and Shopping campaign budgets. You can use the ‘Search lost impression share’ column to understand the percentage of time that
your ads didn’t show due to insufficient budget. If a campaign is exceeding
its performance goals or meeting its targets increase the budget
to capture as much demand as possible. For more step-by-step videos on
Google Ads implementation and optimisation check out the Google Ads Tutorials
on the Google Ads YouTube Channel. If you have any questions or for more information,
please visit Google Ads Help. [music continues]

14 thoughts on “Google Ads Tutorials: Optimizing on a non-last-click attribution model

  1. Ведь с них начинается Родина, Ведь с них начинается всё, Что небо с любовью готовит нам, Что небо с любовью даёт.

  2. Hi, nice job. @4:07, I feel if a campaign is exceeding its performance, you should reduce the budget not increase. Please help clarify.

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