In the Privacy Age, PPC Tracking & Attribution
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked
Marketers are living in uncharted territory.
Finding ways to track consumer activity has become more difficult than ever before, thanks to the phase-out of third-party cookies and a general tightening of internet data restrictions.
However, adapting to the new ‘privacy-first’ environment is possible.
So, in this article, we’ll look at how you may tweak your PPC strategy and campaigns to get the most bang for your buck.
What Impact Will Privacy Changes Have on PPC Attribution and Tracking?
To comprehend how marketers might overcome this obstacle, we must first comprehend the impact of the privacy rules on PPC attribution and monitoring.
Apple has already changed the regulations for its IDFAs, after Google revealed its intention to eliminate third-party cookies (identifiers for advertisers).
The GDPR guidelines on cookie use have also had an impact on UK and EU enterprises.
Consumers now have more control over their data as a result of these improvements.
They determine whether or not you are allowed to have their data and how you are allowed to use it.
So, if users REJECT ALL or completely disregard the consent popup, well…yeah.
All of the standard GA analytics that you use to construct PPC strategy and campaigns vanish.
This ‘invisibility’ of users also makes tracking visitor counts, conversions, and, most importantly, sales attribution difficult.
Marketers are in the dark regarding each channel’s success since they don’t know where visitors are coming from.
And not understanding that makes it hard to improve what’s working and correct what isn’t.
What Are PPC Attribution Models and How Do They Work?
Marketers used to follow the rule of seven, which said that it takes an average of seven contacts with a brand before a customer makes a purchase.
With the sheer amount of commercials we’re exposed to daily across numerous channels, it’s more than that now, but the idea stays the same — there are many touchpoints before purchase.
Marketers, on the other hand, must know where the transaction originated.
So, how do you figure it out?
In the era of privacy, attribution models are the best approach to quantify PPC attribution.
“The rule or collection of rules that dictate how credit for sales and conversion is awarded to touchpoints in conversion routes,” according to Google.
In plain English, attribution modeling provides marketers with more information about which channels were most significant in converting a prospect.
There are six on Google:
Attribution for the last click
If you haven’t changed your attribution settings in your GA account, this model will be used as the default.
The ad or keyword that was clicked last before the objective was attained is known as the ‘last click.’
Because it doesn’t provide the complete story, last-click attribution isn’t very effective for post-sale analysis.
It may lead you to believe that other channels aren’t doing well when, in fact, they were critical in building early-stage brand recognition!
It does, however, perform effectively for modest ad campaigns without a large number of remarketing lists.
Attribution is the first step.
This is the polar opposite of what we just discussed; it attributes the conversion to the ad or keyword that was clicked initially.
This model has the same problems as the first-click model but in reverse.
It ignores the several touchpoints that occurred after the original click.
This does, however, work effectively for public awareness efforts.
Good engagement is indicated by high first-click rates.
It demonstrates that your ad or keyword was compelling enough to entice a click.
Attribution in Linear Form
This attribution methodology evenly distributes credit across all encounters and provides a clear picture of what worked and what didn’t.
It’s best for initiatives that demand a multichannel strategy and are lengthier and more involved.
For example, campaigns that target a larger range of search phrases.
Attribution of Time Decay
The Time Decay attribution model gives more weight to acts that occurred closer to the conversion’s end.
As in the individual who crosses the ball and heads it into the net.
This is an excellent model for longer-term efforts yet again.
It assists you in determining the length of your sales process.
However, it is ineffective for basic, short-term efforts.
Attribution based on Position
There’s a case to be made that this is the most equitable model of loan distribution.
The first and final clicks, which are the most impactful, are each given 40%, with the remaining 20% distributed throughout the other interactions.
This technique is useful for determining which keyword combinations originally drew the most attention and which ones ultimately resulted in a sale.
Attribution based on data
The Data-driven approach is the newest kid on the block, and it employs machine learning to credit the keywords that have the highest effect on conversion.
It’s based on your account’s previous performance.
It’s arguably the greatest solution of all because it eliminates the element of chance and guessing.
However, it is not available to everyone.
To be eligible, you must have a large number of clicks and conversions — 3000 clicks and 300 conversions during 30 days, to be exact.
How to Evaluate the Success of a PPC Campaign
To begin measuring campaign performance, you’ll need strong, clear data.
With third-party cookies being phased out, first-party data is becoming increasingly important in the marketing process.
And the greatest approach to collecting first-party data is to earn your customers’ confidence.
It’s possible that you’re already collecting it through tracking cookies on your website or app.
In such a scenario, get to know your consumers a little better.
Recognize how data may be used to tailor the consumer experience.
Then consider how you might get higher-quality data from clients – characteristics that will help you improve their experience.
As a result, client satisfaction and loyalty to your brand will rise.
That implies they’ll provide you with more information, and so on.
Start collecting it right away if you haven’t already.
You can accomplish so by utilizing the following methods:
- Platforms for CRM
- POS (Point of Sale) systems
- Apps for shopping
- Analytics for your website
- Programs for affiliate marketing
Andrew Hopkins, senior VP of customer acquisition and worldwide products at Discover Financial Services, mentions another approach to assure proper measurement of PPC ads.
“We worked with partners like Google to put up a variety of application programming interfaces (APIs) that gave real-time data back to our marketing platforms so we could constantly refine the messaging, rhythm, and capping strategies on our live campaigns,” he adds.
We witnessed an immediate improvement in marketing efficiency and performance, and we boosted our efforts in the most effective channels.”
Bringing PPC and Other Marketing Channels Together.
Third-party data is no longer available.
Its removal will result in gaps in GA’s reporting on PPC performance.
However, there are tools available that can assist you in identifying and filling them (to some extent; otherwise, what’s the use of new privacy regulations?)
One of these seems plausible.
It does not utilize cookies to monitor personal information or the online travels of consumers.
As a result, compared to GA, the quantity of information it gives is restricted.
However, it provides enough information to perform some rapid multiplication and guess what the GA amount would have been.
It also keeps track of visitor counts, referral sources, and conversion rates, which is useful.
The relevance of first-party data in bridging the gap has previously been acknowledged.
And one thing is certain: advertisements will need to be more data-driven than ever before to attract new customers.
That implies marketers must do two things: obtain more of it and use it more effectively.
Here are a few ideas about how to go about it:
- Request for it. It’s all too easy to look beyond the obvious and overlook what’s there in front of you. However, the simplest method to obtain more first-party data is to just ask for it. If you’re offering an excellent user experience, you might be amazed at how ready your loyal customers are to tell others about it.
- Form alliances with firms that can help you match first-party data.
- Consider leveraging Google, Facebook, Apple, and other companies’ data. Because consumers utilize these platforms regularly, there is a chance to promote and monitor in these settings.
- Use contextual targeting to your advantage. “Go where your clients are, much like beer advertisements at a bar.” Contextual advertising based on keywords or the content of a webpage feels more relevant and less scary to customers than third-party cookie-based retargeting.” – R&CSaatchi
Conclusion
One last point to make concerning your data.
It’s difficult enough to get it without bots destroying all your efforts and skewing marketing stats.
Clean data, as previously said, is the foundation for maximizing a campaign’s success.
Nummero offers centralized bot protection for all paid channels, guaranteeing that your data is free of invalid clicks and other fraudulent behavior.
Get in contact with Nummero for the finest Internet marketing services. We are the best digital marketing company in Bangalore, offering services such as PPC ads, social media management, website Development, organic SEO, and more.