What the Attribution Model?

The hard part of dealer advertising is figuring out where to focus your various ads, and get the right customer’s attention. That’s where the attribution model comes in. Not sure what it is? Heidi Suke, Cobalt Accout Advocate, explains what it is in under a minute. Your digital dealer marketing minute starts now.

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In a world where there are multiple channels to car shop, you have many opportunities to get your brand and message in front of shoppers. All of your ads together play a role in getting a customer to click, convert, and come in to buy a car and you have multiple tools to help you find the right automotive marketing mix.

The hard part is figuring out where to focus your various ads, and get the right customer’s attention.

That’s where the attribution model comes in, and I’ll explain works in under a minute. Your digital dealer marketing minute starts now.

So what is an attribution model? It’s a tool that takes into consideration the fact that shoppers see many ads before they decide to make a purchase.

We all know the consumer journey can start a few months before someone actually purchases a car. They might see automotive advertising on Edmunds when they’re researching what type of car they want. Later, once they start searching for cars in their area, they see more ads. After they visit a site, they’re followed by retargeting ads.

The attribution models takes this into consideration, and will show what ads are the strongest at getting clicks, and which ads are the best at helping a shopper to click the next ad.

Cobalt’s Dealer Command Center already uses an attribution model providing insights and reporting, but now, with Google’s recent announcement, you now have even more help.

Google has included attribution modeling directly into AdWords. With this new tool, you can examine up to five different attribution models in AdWords to better understand how different bids for undervalued keywords can help you reach customers earlier in the purchase journey, driving even more conversions.

So what does all this mean for you? You can use this information to help leverage your budget between your automotive digital marketing channels, provide a better shopping experience for your customers, and convert those customers into sales.

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