For a long time Google has dominated direct-response advertisers’ online budgets by being able to show a direct correlation between clicks on its ads and purchases on brands’ sites. But recently Facebook has been making inroads into Google’s territory. Now the search giant is pushing back.
On Tuesday, Google announced new ways for advertisers to buy and measure search and display ads based on whether those ads actually lead to product sales, even if those purchases aren’t made immediately. The company also unveiled new search ad formats aimed at direct-response advertisers in the hotel, auto and mortgage provider categories.
Traditionally Google has benefitted from so-called “last-click attribution,” in which someone clicks on a Google search ad to navigate to a brand’s site and purchase a product. However that model ignored all the other factors that may have led to the purchase, such as TV commercials, billboards or online banner ads. Facebook has recently been trying to move marketers away from last-click attribution models in favor of ones that judge an ad’s impact based on sales. And now Google is doing that too.
Source:: AdAge – Digital