I’ve to admit I’m not a coder and I don’t plan to become one. I know HTML but that’s pretty basic and doesn’t qualify as coding skills as much as it did a decade ago when I was in college. However, after a year of many failed attempts and re-reading all I could on AdWords scripts, I finally got three to run successfully yesterday.
AdWords scripts are little pieces of software that you add to your AdWords account (or My Client Centre MCC) and help automatic tedious tasks for you that you want to take off your plate and free up your time. Most run behind the scenes and you’d never know they are there. Think of them as little Christmas helper elves. You should watch the video on the AdWords scripts homepage to get started. You can check out the solution gallery but I wanted to focus on the two scripts that I feel any AdWords advertisers can run: Link Checker and Keywords Performance Report.
This isn’t a new feature, though it seems Google AdWords is starting to promote some of its lesser known features they think advertisers can use to make managing multiple AdWords accounts easier. Just a few weeks ago they reannounced Data Drive Attribution at Google I/Q and now I got a note for Cross-Account Conversions (set-up) in my account.
The idea behind AdWords Cross Account Conversions is that you’ll have one conversion tag for tracking your conversions across all your AdWords accounts instead of having a unique tag for each AdWords account you manage, which is great as I’ve 15 accounts broken down by country and one tag is better than 15.
You need to create your conversion tag(s) as you’d normally do (in your MCC) and then upload it to your site. Once you pass your look back window (default 30 days) for your old tags, you can remove the old tags and just keep the new one up. The reason you don’t want to remove the old conversion tags right away after putting the new ones up is you might miss out on conversions from people who came to your site in the last few weeks.
As a side note, you should look into getting Google Tag Manager setup, if you’re not currently using it.
I gave a talk at Conversion Road Trip NYC 1st June, 2015. I talked about unlocking unmet demand in your AdWords account and making sure you capture all the customers you could for each market.
Lets say you want to quit your job tomorrow and start a business renting designer jeans to the middle class based on a monthly subscription fee… or maybe a one off cost for the weekend.
You setup your AdWord account and have the perfect ad copy, keywords and account settings. You put in your budget for each campaign and just before you launch you add in your location targeting.
What I see clients do from Toronto to London and back to Vancouver is put everything major English speaking country under each campaign. The challenge is you’ve countries fighting for budget and no one country can truly max out their budget and capture all the leads or customers for that market.
Oz & NZ start spending their budget and then the UK and by the time you start spending money in USA, you’ve spent almost half your campaign budget, which doesn’t leave a lot of room for USA.
3 years ago I wrote a short piece on Brazil’s super power status and how they are the country to watch out for. Since that time China has been seeing a weakened economy with a forecasted GDP growth of 6.8% this year and 6.3% in 2016. Russia has extremely high unemployment and tons of political issues it’s dealing with, not to mention everything to do with Ukraine.
India has its own challenges going on and despite those challenges around investments and current tax laws. Many German tech companies is it’s a better investment than the other BRIC countries. BRIC comprises four countries — Brazil, Russia, India and China. GDP growth is looking to 7.5% over 2015 & 21016 in India.
What’s driving this growth are automotive, telecom, civil aviation and airports, transportation infrastructure, water, renewable energy, heavy engineering and media & entertainment. Not to forget financial services, which gives many people access to money which they didn’t have before.
When dig into these sectors you see Uber’s biggest competitor in India is Ola, which raised $400M with a goal to cover 200 cities in India alone. That’s an ambitious goal but one that they have the advantage of understanding the local market and something Uber will have a hard time learning. We’re not in silicon valley anymore.
With challenges around education and access to the Internet, you see fashion retailers like Myntra close their site and focus 100% on their mobile business. Some might say this is taking mobile first to the extreme but when the majority of your target market doesn’t have a computer and only accesses the Internet on their mobile phone, it makes complete sense. Similar to m-banking that is huge in many parts of Africa. Or read Jason Del Rey’s piece on India Tech Startups: Seven Things That Blew My Mind. Adding fuel to the fire.
If India isn’t on your radar as market to show your products too… you’re missing out. Everyone from Google to Facebook to Amazing has or plans to open an office there and for good reason. Intelligent and educated people who want to do the work. India is going to be an even bigger country over the next couple years..even beyond the 1.2 billion people who call it home now.
A few weeks ago I attended a conference in Portland, Oregon and had an amazing time (in Portland not the conference). Great food scene and tons of stores to do some shopping in.
However, a few of the topic sessions at the conference talked about attribution and moving us beyond last click (or even first click). Everyone seems to be very set on using position based attribution for their model of figuring out how to assign sales and conversions to different channels in their customer journey.
A quick primer on different attribution models. There are several types of attribution models:
- Last interaction attribution model – This model assign 100% credit to the last interactions. Google Analytics uses this model by default. Also known as last click.
- First interaction attribution model (popularly known as first touch attribution model) – This model assign 100% credit to the first interactions. This is what Google AdWords and Bing use.
- Linear attribution model – This model assign equal credit to each interaction in a conversion path.
- Time Decay attribution model – This model assign more credit to the last interactions before someone became a customer.
- Position based attribution model – This model assign 40% credit to the first interaction, 20% credit to the middle interaction and 40% credit to the last interaction.
Using position based attribution while saying all first & last clicks are the same value is odd. What if one channel is bringing in higher value customers with a higher lifetime value (LTV) than another channel. Isn’t that channel worth more to the business?
And if that channel is worth more, that starts to make any model you build utterly more complicated. Not to make anything more complex but Google also now has data driven attribution, which I thought was new but it seems to be something that Google Analytics premium customers have had for a few years now.
I don’t have all the answers but I know paid search drives a lot of top of the funnel conversions for clients I’ve had over the years even if that person converted from another channel on the lsat click. How much of that sale should paid search get is the question I still ask myself.