Attribution Management Needed For Pay Per Click

Published: September 6th, 2009 by Last Click News

Attribution Management Needed For Pay Per Click  | read this item

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In a follow-up to an earlier article on Search Engine Land, Adam Goldberg, Co-Founder and Chief Innovation Officer of Attribution Management company Clearsaleing shows the true value in purchasing those upper funnel keywords.

As marketers, we know the value of ‘generic/upper funnel’ keywords – as that’s where the purchase cycle begins, but since Google and the other PPC companies only provide you insight into the ‘last click’, those keywords alway show very little in terms of conversions and always have the highest CPA.  As a results, those keywords are the first to be dropped by most marketers.

Turns out — big mistake.

According to Goldberg:

“….by using attribution management, the company was able to increase their number of visitors by 222% and, most importantly, increase their net profit by 131% over the course of 24 months.”

Clearsalesing will also be holding a Webinar on October 1st where they will be discussing the Attribution Management Index.  The Index measures the relative effectiveness of each online advertising source and influence factor on consumer purchases and conversions.  In this webcast, speakers Adam Goldberg and Purush Papatla will share more about the AAI and how advertisers can use this new index to improve the effectiveness of their media mix allocation.

There are three versions of the American Attribution Index: the Aggregate Index, representing average attribution indices across all participating companies and all of their respective industries; Vertical Industry Indices, which represent an industry-specific attribution index across all participating companies in that respective industry; and Company-Specific Indices, developed for a specific company. The introduction of these indices will allow marketers to gain further insight into advertising ROI, and help marketers more profitably allocate advertising budgets across available online options. Details are here

For additional research on this subject, C3 Metrics has an impressive White Paper called “The Hushed Hidden Gaps of Online Media Tracking”. Written by industry insiders, it addresses this issue of Attribution Management in PPC and actually goes as far to call it a ‘flaw in Google’s reporting mechanism’.

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