GET YOUR WEEKLY FIX OF PPC TRAINING: VOLUME 3

Like many other businesses, here at Mabo, we want our future to be bright & strong. Therefore when looking at quotes this morning, I thought this was absolutely perfect! 

Training is an investment in the future of your business.” How true is that? 

We cannot expect our team to work within accounts, provide amazing results & help us continue to be one of the multi-international award-winning PPC Agencies without investing in their personal training, can we? No … I didn’t think so. That is why training is a vital part of Mabo & is carried out regularly. 

Like the diva Missy Elliot said, let’s throw it back’ to last week’s training session. If you read our weekly training post you will be aware Senior PPC Trainer, Matthew Soakell, provides training every Wednesday morning to our team (If you don’t read this weekly post… I am judging you).  Last week Matthew focused on Microsoft Ads Editor. However, this week he focused on conversion tracking in Google Ads & Microsoft Ads. 

From previous training posts, you will be familiar with Google Ads & Microsoft Ads. Although what is conversion tracking?? Conversion tracking is a powerful tool in Google Ads which lets you identify how well your ad campaign is generating leads, sales, downloads, email sign-ups, and other key actions for your business. We all want to know how well we are doing, don’t we? I hear you, I agree!

Matthew explained to our team of executives how when setting up conversion tracking, an attribution model should be used (please see above image). By implementing an attribution model, agencies can understand which parts of their marketing are driving the most leads. Wondering what attribution model you would use? See below. 

Last click: Self-explanatory really, gives credit for the conversion to the last clicked ad and keyword. First click: (Of course the opposite of the last click) gives credit gives all credit for the conversion to the first clicked ad and keyword.

Linear: Distributes the credit for the conversion equally across all ad interactions on the path. Time decay: Gives credit to ad interactions that happened closer in time to the conversion. Distributed using a 7-day half-life. 

Position-based: 40% of the credit is given to both first and last ad interactions and corresponding keywords. The remaining 20% is spread out across other ad interactions on the path. Data-driven: Credit distributed for the conversion based on your past data for this conversion action. 

When applying an attribution model to track conversions, Matthew informed our team how it is very important to make sure double-tracking is never in place. We do not want that, imagine the figures, imagine the mess!! 

This training educated our team on not only one of the most important factors of PPC but also allowed our Executives to be equipped for when they need to decide on a model to implement conversion tracking for their own clients. Exciting times for both them, us, and potential clients. 

Join us again on August 13th to get your weekly fix of PPC Training. Are you Interested in gaining further insight into what Mabo can do for business? Contact our team for a FREE Google Ads Review HERE.


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