Solution

Marketing Mix Modeling

Attribution

Analytics

Activation

Module

Problematic

In Search Engine Advertising (SEA), keywords associated with a brand occupy a strategic place in acquiring traffic and converting Internet users into customers.

However, a problem arises when analyzing conversions attributed based on the traditional Last Click model: Google, often the last point of contact thanks to these branded keywords, is attributed the conversion.

This attribution can mask the complex reality of the user’s purchasing journey. Indeed, if the final purchase decision was motivated by a previous exposure to an ad on a platform like Meta, the final click on the Google ad associated with the keyword “brand” may not reflect the true origin of the purchase decision.

This click is often the result of its dominant position in the search results, but without this SEA ad, the Internet user would potentially have clicked on an organic result, thus indirectly attributing the conversion to Meta or another source of initial influence.

This situation raises a crucial question: what is the true value of a click on a branded keyword in the context of SEA, and how can we fairly assess the impact of different touchpoints throughout the purchasing journey?

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Objective

The objective of this Playbook is to provide an analysis method to evaluate the real impact of the cannibalization of conversions by Brand keywords in SEA.

By leveraging more sophisticated and customizable attribution models, beyond Last Click, this analysis seeks to unravel the real contribution of each channel and point of contact in the Internet user's purchasing journey.

The ambition is to determine whether clicks on ads associated with branded keywords represent real added value or whether they simply cannibalize the efforts of other marketing channels that played a major role in the Internet user's purchasing decision.

This approach will make it possible to optimize the allocation of SEA budgets by taking into account the real value of clicks on branded keywords, to re-evaluate the bidding strategy for these keywords, and to adopt a more balanced attribution approach that is representative of the contribution of each channel to sales success.

Leveraging the customizable attribution models offered by the Eulerian platform, this analysis aims to determine whether these marketing touchpoints are actually cannibalizing the performance of the traffic sources that initiated the session.

How Eulerian can help you

Omnichannel ROI measurement
Conversion Deduplication
Attribution model dedicated to the analysis of cannibalization of traffic sources by affiliation

Difficulty

Simple

Intermediate