In this Purchase Path, someone does a search for “running shoes”, clicks on the sponsored link, but does not make a purchase. They refine their search to “Woman’s Nike Shox” and this time click the organic listing for Finish Line. No purchase occurs. Then they search for “Nike Shox Turbo VII” and click on a paid link. Again, no purchase occurs. Finally, they type in “Finish Line” in the search box, click on the organic link, and complete the sale. How should the mix of SEO and PPC be attributed?
- In Attribution Rule A, all the ads and SEO efforts are considered equally important. It took 4 touch points on the website for the consumer to buy, so the credit is divided equally among the 4 all efforts and they are each given 25% of the credit for the sale.
- In Attribution Rule B, credit is only attributed to the ads, giving each 50%, while the SEO does not receive any credit for the purchase.
- In Attribution Rule C, all the touch points deserve credit. The reason they typed “Finish Line” in and clicked on the organic link was simply to navigate back to the site. At this point, the consumer already made up their mind to buy and the last SEO effort should be excluded from receiving credit for the sale.