Google AdWords Adds Cost Data To AdWords Attribution Modeling

Sep 18, 2015 - 8:16 am 1 by
Filed Under Google Ads

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Google announced on Google+ that they added cost data to the AdWords Attribution Modeling.

Google already had conversion data shown for the various models, including first-click, linear, time decay, position-based, and last-click. But now, advertisers can see the cost side of these reports. Cost data adds the ability for advertisers to evaluate how CPA and ROAS change. "This allows advertisers to change their bids accordingly, reflecting the actual value of each campaign and keyword across the full conversion path," Google said.

Here is a picture of the new report:

click for full size

Here is the example given:

Let’s assume you sell beach tents, your target CPA is $35 and you decide to start optimizing using a position-based model (rather than a last-click model) [https://goo.gl/8KdwrF]. In AdWords Attribution Modeling, you see that the CPA for your keyword “pop up beach tents” is $35 with a last-click model, but only $25 with a position-based model. That makes sense, because “pop up beach tents” is a non-branded keyword which is likely to appear early in the purchase cycle. You can then increase your bid for this keyword to the point where you hit your target CPA of $35, helping you drive additional conversions.

Forum discussion at Google+.

 

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