Using online media in the Interest phase

[rabiakhatun785]

In Google Analytics, by default, the conversion is attributed to the last interaction channel before the conversion. Diving deeper into the web purchase journey, we see that the last step is NOT the only one responsible for the decision. See the image below.

And, according to my experience and analysis over the years, display media plays a very important role in assisted conversions, which means that in many cases this channel is present in the purchase path, but it is not the last interaction channel.

To help you better understand the role of each media or traffic source in relation to conversions on your website, I suggest you deepen your knowledge of mexico mobile database attribution models that can be better interpreted in Google Analytics or even in the Google Adwords platform. To help you, I will provide some standard examples from Google Analytics:

The Last Interaction model attributes 100% of the conversion value to the last channel the customer interacted with before purchasing or completing the conversion.

The Last Non-Direct Click model ignores direct traffic and attributes 100% of the conversion value to the last channel the customer clicked on before purchasing or converting.

In the Google AdWords Last Click attribution model , the last Google AdWords click would receive 100% of the credit for the sale.

In the First Interaction attribution model , the first touchpoint would receive 100% of the credit for the sale.

In the Linear attribution model , each touchpoint in the conversion path would share the same percentage of credit (25% each) towards the sale.

In the Time Decay attribution model , touchpoints closest in time to the sale or conversion receive the most credit.

In the Position-Based attribution model , 40% of the credit is assigned to each first and last interaction, and the remaining 20% ​​credit is distributed evenly to the interactions in between.

It is important to note that display media is predominantly characterized by having a higher conversion cost or CAC (click acquisition cost), and a lower conversion rate when compared to bottom-of-the-funnel (BOFU) media. Therefore, avoid making this type of comparison, as it is unfair.

At this stage, the consumer realizes they have a problem and starts looking for solutions. At this point, display media still plays an important role!

At this point in the purchasing cycle, it is very important to adopt a more persuasive tone in your advertising. To do this, try to demonstrate the differences and benefits of your product or service. It is also crucial to cover content that is closely related to the context of your business, by running specific ads for a specific product or product line.

Limit the frequency of banner ads to five times per week to avoid wearing out or even “disorienting” the consumer. You can do this frequency limiting segmentation on Google Adwords, Facebook and even when purchasing media directly on portals.

To make the most of this raw traffic in the future, create retargeting/remarketing lists on well-targeted media platforms after installing the scripts on all pages of your website. Because right now the idea is to “populate” remarketing lists by storing the cookings of potential visitors.

To complete this step, you can also use Google's search network with text ads and more specific, long-tail keywords. In other words, use keywords with more than three terms and which naturally have less search volume, but have a high conversion potential because they are more specific. This way, you increase your chances of generating leads and avoid advertising for your competitors.