PPC Playbook is hosted by PPC experts, Shane Ryans and Maria Perilli. Episode 16 explains the often neglected, but ever-important Attribution Modeling report in AdWords and breaks down what you need to know. The Attribution Modeling report allows you to analyze keywords, ad groups and campaigns to gain insight into how they all contribute to your conversion funnel. The PPC Professionals thoroughly define what Attribution Models are and how they can affect the interpretation of your AdWords data, as well as provide detailed real-world examples of each.
Key points discussed about attribution models include:
How to access the Attribution Modeling reports in AdWords
Clarification on the five different report models: Last Click, First Click, Linear, Time Decay and Position-based
Further explanation of the Top Paths report
Common mistakes and pitfalls of attribution reports and how to avoid them
Adjusting CPAs based on attribution models (HINT: begin by examining bottom-line internal reporting)
PPC Playbook provides an interactive and friendly atmosphere for pay-per-click managers to get their industry news fix and questions answered. Subscribers can Tweet their PPC-related questions to @ppcplaybook or comment below. New episodes air Thursdays at 3 p.m. EST on WebmasterRadio.FM.
PPC Professionals offer a free PPC Audit and are available to speak with you if you’d like an evaluation of your current PPC account.