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By Hailey L. Petway, Digital Advertising Analyst

 

 

Google recently announced that they are adding an Attribution Modeling Tool to AdWords.

 

The tool will help dealers discover ads, and subsequently keywords, which help drive conversions but might not have generated many clicks.

 

 

The attribution model takes into consideration the fact that shoppers see many ads before they decide to make a purchase. When a visitor clicks an ad, the other ads they viewed before clicking that final ad also had an influence in their decision to convert.

This change is Google’s attempt to start including an attribution model tool into AdWord’s suite of reporting tools.

Use this tool to examine five different attribution models in AdWords to better understand how different bids for undervalued keywords can help you reach customers earlier in the purchase journey, driving even more conversions. - +GoogleAds

 

Why Is Attribution Modeling Important?

 

During the shopping process or consumer journey, shoppers will see a series of ads. They might see a display ads on KBB.com or Edmunds when they are just starting to think about what type of car they want to buy. Later, once they start searching for cars in their area, shoppers will see paid search ads. After they visit a site, they're then followed with retargeting ads.

 

In an increasingly multichannel car-shopping world, Dealers have multiple opportunities to get their branding and messaging in front of their shoppers. All of the ads together play a role in getting that customer to click, convert and come in to buy a car.

 

Learn more about Google’s Attribution Modeling Tool at Google Support.

 

Do you have Cobalt advertising? Click here to find out how attribution modeling is supported.

 

 

About the Author

Hailey L. Petway is a Digital Advertising Analyst at Cobalt. Her dream car is a Aston Martin DB Mark III but she’d settle for an Austin-Healey. Hailey and other Cobalt Digital Analysts optimize and customize SEM campaigns for their dealers. When she’s not working on automotive SEM campaigns, Hailey can be found working in her garden. She lives in Fremont, WA. Feel free to reach out to Hailey directly at petwayh@cobalt.com.

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Comment by Ralph Paglia on March 21, 2014 at 5:05pm

Getting attribution tracking correct has always been a tough assignment for the car business, so let's hope that Google makes attribution tracking a little easier on the digital marketing side.

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