Google Ads is now incorporating YouTube into attribution analytics. Last class, we spoke about Display and how it is sometimes difficult to properly attribute the cost of an ad to the interaction the client/user makes. For example, a user could have seen a display ad on a website, an ad on Instagram then googled the company and clicked through a search link. Multiple touchpoints drove the customer to engage, but without integration, the display ad does not receive the credit it is due. Currently, the attribution model is only available for Search and Shopping campaigns.
In the new beta version, Youtube will be incorporated in the “Data-driven” attribution model to better show advertisers where to spend money. People are hopeful that if Youtube integration is successful, Display ads could follow.
With this step, google further integrates its search ecosystem providing better effective data across its platforms. Since Youtube is the second-highest driver of search, this incisiveness advertisers to increase the spend on a platform they may not have previously used.
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