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Multi-channel attribution mastery can unlock your brand’s potential on paid social and display ads

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Compared with paid search ads, there are so many more placements and impressions available across the various types of display inventory out there. However, for many marketers, the fear of immeasurable or delayed results mean ad budgets continue to be invested into paid search despite the squeeze on margins. It’s true that attribution modeling and the differences in platform reporting can be a minefield, however with a fair and tested measurement plan, it’s possible to understand the causal impact broader, ’top-of-funnel’ activity can have on results. The AIDA modelPaid search is by its very nature assisting with sales at the bottom of the funnel due to the inbound nature, and the high levels of intent. Paid search ad visitors have a relatively high propensity to purchase on a visit following an ad click, as you’re solving a particular timely need. Prospects who see or click on a social, display, or video ad may not yet even have the intent to purchase from you, however, you have contributed to their awareness of the product, or began to build the need they will later come to realize they have. As I posted recently on our response to Covid-19, advertisers who …

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