To both drive conversions and track how those conversions are prompting users to respond, what should you set up in Search Ads 360, along with a data-driven attribution model?
- Set up automated channel groupings.
- Set up keyword groupings.
- Set up multichannel groupings.
- Set up custom channel groupings.
Explanation:
To both drive conversions and comprehensively track user responses, it is essential to set up **custom channel groupings** in Search Ads 360, along with a data-driven attribution model. Custom channel groupings allow advertisers to categorize and define channels based on their specific business needs, providing a more nuanced understanding of how different channels contribute to conversions. By aligning this with a data-driven attribution model, which assigns credit to touchpoints based on their actual impact on the customer journey, advertisers gain deeper insights into the performance of various channels and can optimize their strategies for driving conversions effectively. This integrated approach helps in making informed decisions to enhance the overall effectiveness of advertising efforts.
Data-driven attribution in Search Ads 360 is capable of creating automated channel groupings based on typical structures used by most advertisers in their Search campaigns. These groupings usually include a mix of both upper and lower-funnel keywords. Automated channel groupings can be particularly useful if you frequently modify or add new keywords to your campaigns and lack the time to consistently apply labels with each addition. This approach allows for more efficient management and analysis of how different keywords and campaign elements contribute to driving conversions and engaging users.