In this purchase path, the consumer searches for running shoes and clicks on a Finish Line ad. They then refine the search further to look for Women’s Nike Shox, and again click on a Finish Line ad. The consumer then goes back to the search engine and searches for the branded term “Finish Line” and clicks on their sponsored link.
a) In attribution rule A, you would be allocating the profit, revenue, and conversion credit across all ads involved in a purchase equally. The argument for this rule is that every ad involved in the sale is equally important and therefore deserves equal credit.
b) In attribution rule B, you are choosing to exclude giving credit to the branded term at the end of a purchase path. The argument for this rule is that when a consumer types a branded search at the end of a purchase path, they are just trying to navigate back to site that they have already decided to buy from. Therefore, it makes sense to give profit/revenue/conversion credit to the ads that did the selling rather than a navigational add. It can also be argued that this consumer could have just as easily navigated back to the website through the address bar, an organic link, or though a bookmark.
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