Google’s Upgradation On Attribution Models To Support YouTube And Display Ads

Attribution models are a great way to help you determine and choose how much credit each ad interaction gets for your conversions. Attribution models have become an integral part of the Search Engine Marketing process. This is possible because of the fact that on the path to conversion, customers are likely to interact with multiple ads from the same advertiser. And the positive news is that Google Ads attribution models are now supporting YouTube and Display. YouTube Ads and Display Ads, undoubtedly contribute much to user interactions. The inclusion of these allows the advertisers to better understand each channel’s contribution to the buyer journey.

In an announcement made very recently with this regard, Charles Huyi, product manager for Google Ads mentioned that the upgradation of the Google Ads non-click models to include data-driven attribution of YouTube Ads and Display Ads, not just allows the advertisers to understand the channel’s contribution to buyer engagement, but is also a means which allows the advertisers to measure the engaged views.

 

Know The Buyer Journey 

The inclusion of YouTube Ads and Display Ads by the Google Ads attribution models, lets the advertisers have a clear-cut understanding of which channels are contributing much towards the buyer journey that leads to final conversions. The inclusion when combined and used along with automated bidding strategies or updated along with the manual bidding, these data driven attributions promotes additional conversions at the same CPA compared to last click. This is an additional feature that these attribution models provide apart from permitting to understand the buyer journey.

 

You can compare your cost per conversion and return on ad spend, much better by making use of these new models. Changing your attribution model can be done with much ease and you can find these new models under the tool’s icon. And the measurement option includes the attribution models. Display and YouTube attribution models impact on your CVR and helps you understand the customer journey in a better manner. Hence, the idea of having two different attribution models for Display Ads and YouTube Ads is justified.

 

Changes to Campaigns 

A change in the attribution models, is definite to bring about a change in the ‘campaigns’ tab as well.

 

Credit shifts:  There would be a conversion credit shift on various campaigns, ad groups, networks and the keywords associated along with the conversion action, when there are changes made to the attribution model.

Fractional credit: Based on the attribution model that you have selected, the credit for a given conversion gets distributed within contributing ad interactions. While you incorporate a non-last click model, it will show you decimals in your ‘Conversions’ and ‘All Conversions’.

Time lag: For the initial days the ‘Campaigns’ may show temporarily fewer conversions, following which the scenario would be better with the attribution model. This is because the non-last click attribution model shares credit between multiple interactions that take place at different points of time.

 

To Conclude

Google’s Ads attribution models help in search engine marketing as it helps the marketers determine which channels to invest in. Also, the marketers get an idea over what strategy to use on what channels. Provided, you keep an eye on the changes that this would bring about in the Campaigns over the time.