Multi-Touch Attribution: Any Real Value Branded SEM?

 Smart clients are always asking us questions like, "What is the real value of branded SEM? How do I know I am not only paying for clicks I get organic Digital Marketing Company Bath anyway? " These questions have been around for a long time, but improvements in the technology of multi-touch attribution which has recently started to provide a better answer.


Basically, there are three reasons to run a branded search:


To keep competitors out of the top spot when they bid on your branded keywords

To help make up for any shortcomings in front of your organic search

To take advantage of ad extensions that are unique to paid placement (click-to-call is a very important one for businesses interested in telephone lead)

If your competitors are not bidding on your behalf, and you do a pretty good job with Search Engine Optimization, then run branded paid search may not provide a lot of value "extras" such "linked" values, and may not actually be the best use from your media dollars.


When we talk about the "extra" conversion, we mean people who would not have happened without the influence of certain media touchpoint. "Associated" conversion, on the other hand, are people who get counted towards touchpoint based attribution models (usually the last click). In many cases, conversions attributed to branded searches are actually the result of several other media channels (maybe even offline) introduce customers to your brand.

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For example, if someone sees my TV ads for Cooney Hamster Breeding, and then go online to search for "hamster Cooney" and click on the paid ads at the top of the results page, SEM-branded credit received in the last-click model.


What is multi-touch attribution?

Multi-touch attribution begin to solve this problem by viewing all media contacts media are measured, using an algorithm to figure out which one of the most important fractions credit and assign to them (media contact some media get partial credit for the same conversion). A number of technology vendors offering multi-touch attribution solutions, and the most sophisticated can report telecast by swallowing a TV log and calculate when the lift was appropriate in response to the digital happening in the market at times when running a TV ad.


multi-touch attribution models tend to credit the shift from branded search and enables marketers to more precisely media contact point that the initial value generating brand awareness. When we apply this solution to the client, it is common for us to see that only about 30-50% of the previous conversion associated with SEM brand truly additional to that channel. However, because the cost of additional branded search conversion is still very low, usually makes sense to continue funding.


Measuring performance

Given the more defensive nature of branded SEM, it makes sense to measure performance through KPI such as impression share, average position, and average CPC. Our clients want to know that we maximize the defensive coverage at the lowest cost possible. Beyond that, we do not win the game by running either branded growth.


Growth will come from media channels that drive new customer acquisition-generic SEM, paid, display social digital programming, digital video, etc. In the model-click Last, this channel looks relatively expensive, but after their value properly assessed  Digital Marketing Companies Bath through a multi-touch attribution, we can begin to see how important they are to embark on a journey of customers.

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