Apart from giving full credit to paid search ads, your customer wants to know where their sales are coming from. How else might they segment conversions in Search Ads 360?
- By connecting their Google Ads account to Search Ads 360
- By connecting their social media accounts to Search Ads 360
- By connecting their Looker Studio account to Search Ads 360
- By connecting their Google Analytics 4 account to Search Ads 360
Explanation:
In Search Ads 360, besides giving full credit to paid search ads, your customer can use various attribution models and segmentation options to gain insights into where their sales are coming from. Here are different ways to segment conversions in Search Ads 360:
- Attribution Models:
- Data-Driven Attribution: This model uses machine learning to distribute credit for conversions based on the actual contribution of each touchpoint in the conversion path. It provides a more dynamic and personalized attribution approach.
- Linear Attribution: This model evenly distributes credit across all touchpoints in the conversion path. It gives equal weight to each interaction, providing a more even distribution of credit.
- Time Decay Attribution: This model gives more credit to touchpoints closer to the conversion and less credit to earlier interactions. It recognizes the diminishing influence of early touchpoints over time.
- Cross-Device Attribution:
- Analyze conversions across different devices to understand how users move between devices before completing a conversion. This is especially important in a multi-device user journey.
- Top Paths and Path Length Reports:
- Use the “Top Paths” report to identify the most common paths users take before converting. The “Path Length” report provides insights into the number of interactions users have before converting, helping understand the typical conversion journey.
- Segmentation by Campaigns and Ad Groups:
- Segment conversions based on specific campaigns or ad groups. This allows your customer to identify which campaigns or ad groups are driving the most conversions and tailor their strategies accordingly.
- Segmentation by Keyword Match Types:
- Analyze conversions based on different keyword match types (e.g., broad match, exact match, phrase match). This helps understand the performance of specific match types in driving conversions.
- Segmentation by Geography:
- Evaluate conversions based on different geographic locations. This segmentation can help identify regions or locations that contribute significantly to sales.
- Dayparting and Time-of-Day Analysis:
- Use dayparting to analyze conversions based on different times of the day or days of the week. This segmentation helps identify peak times for conversions and optimize bidding strategies accordingly.
- Segmentation by Audience Lists:
- If your customer is using audience lists, segment conversions based on different audience segments. This provides insights into which audience segments are more likely to convert.
- Custom Floodlight Variables:
- If custom variables are implemented in Floodlight tags, segment conversions based on these variables. This allows for custom and granular segmentation based on specific parameters relevant to your customer’s business.
By leveraging these segmentation options and attribution models, your customer can gain a more nuanced understanding of the customer journey and the various touchpoints that contribute to conversions. This information can inform more informed decision-making and optimization strategies in their Search Ads 360 campaigns.