Bidding and Attribution Models By Steven Hammer

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Steve Hammer, President - RankHammer

Bidding and Attribution

Models

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From Think with Google:

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Scale remarketing spend?

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FAMILY

What it’s all about

FOOD AND WINE

Eating as an art form?

HOCKEY

Go Stars

RANKHAMMER

Dallas Based Internet

Marketing Agency

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It takes a model

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Assists matter

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Not uncommon – 50% assisted conversions

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Simple model

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Conversion data is now modeled

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Typical Variations in CPA (relative)

15

30

12

45

18

31

13

25

0

5

10

15

20

25

30

35

40

45

50

Info Brand Non Brand Remarketing

Last Click Position

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Better, But:

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Only adwords clicks count

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So…

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Needed:

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So just pull this via API?

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Not exactly

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Build your own model

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Pseudo code

Dimensions: Adgroup

Path

Metrics: Conversions

Match: Containing target ad

group

Determine Path Length

Reassign Conversion

ValueModify Bids

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Brute force – Slow – Inflexible - Complex

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And not much better

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It’s worth it when:

Big Social Spend

Cost Data Imported

Affiliates

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Biggest gain:

Remarketing

Buy

Feeder Campaign

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LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX