Measure success

Value generic activity

Overview

Generic terms are often undervalued but are key to growth. Use attribution to fully understand the impact of generic terms on performance. Retailers should consider the online-to-offline contribution.

One of the long-term challenges for businesses has been how to understand the commercial impact of their marketing investment. To understand the relationship between marketing spend and commercial outcomes, most businesses turn to econometric studies that take a retrospective look at how marketing investment works. That means that marketers typically have had to invest marketing budget up front and find out months or even years later whether the investment achieved the desired result. The corollary is that they couldn’t have clear visibility, in real time, of the impact of different channels beyond last-click attribution.

What’s brilliant about Search, and digital more broadly, is the ability to track the commercial impact of your spend as you go. This means you don’t have to rely only on forecasting but can use real-time data to evolve your strategy and investment.

Generic keywords are key to delivering conversion growth, increasing awareness, driving traffic, growing market share and more. The reason why many advertisers don’t invest more in this area of Search is because they aren’t effectively measuring the impact of appearing on these terms.

In order to grow and truly understand the impact of your spend in Search, especially upper-funnel generics, try attribution.

At Google we offer data-driven attribution. When teamed with a solution such as Smart Bidding to control bids for a desired target cost per acquisition or return on ad spend, data-driven attribution can help you deliver profitable returns for all keywords, including generics. You can set bids in real time and leverage the touchpoints that are delivering most to your business.

There are many benefits:

  • Be more efficient with your marketing spend by controlling your investment as you go and direct budget to the touchpoints that are producing commercial impact.
  • Get more flexibility over your marketing spend, rather than investing everything up front and hoping to see returns.
  • Save time through the use of machine learning and automation. Spend more time on important strategic tasks.
  • With attribution, you can understand a broad set of the marketing factors that influence a purchase. That’s how you can start making more effective and more profitable marketing decisions that lead to more sales. 

Generics are a core part of any Search strategy, but solid measurement is fundamental to truly understand the value they bring for your business.

Key takeaways

Use attribution to fully understand the impact of generic terms on performance. For retailers, also consider the online-to-offline contribution.

Next steps

  • Clarify main goals

    Clarify the main goals of your Search activity. What does success look like? Click volume? A certain cost per acquisition or volume of conversions?

  • Measure all potential touchpoints

    Make sure you’re measuring all potential touchpoints to understand the broader impact of your generic spend, and implement attribution to assign the relevant credit.

  • Meeting performance goals

    If you choose data-driven attribution, leverage Smart Bidding to use the data in real time to meet your performance goals.

  • One

    Clarify main goals

    Clarify the main goals of your Search activity. What does success look like? Click volume? A certain cost per acquisition or volume of conversions?

  • Two

    Measure all potential touchpoints

    Make sure you’re measuring all potential touchpoints to understand the broader impact of your generic spend, and implement attribution to assign the relevant credit.

  • Three

    Meeting performance goals

    If you choose data-driven attribution, leverage Smart Bidding to use the data in real time to meet your performance goals.

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