What is Marketing Attribution? It’s Understanding the Customer Journey

What is Marketing Attribution? It’s Understanding the Customer Journey

For a quick summary of this article, watch the video below

Know Which Customer Touch-Points Drive ROI with These Marketing Attribution Models

How much do you really know about your customers? It’s a question we marketers hear practically every day. Normally, we answer quickly and with confidence. We know our customers. But, do we really? Do we know their pain points, what motivates them, and how our organization can complete their “jobs-to-be-done” better than the competition? When marketing teams truly take a step back and dissect their marketing attribution model, the hard truth sets in like a cold chill, maybe you don’t know nearly as much as you thought you did.

What is Marketing Attribution?

Marketing attribution within digital marketing is the analysis and process of identifying a set of customer touchpoints or interactions that attribute to a user making (or not making) a purchase decision. Attribution used to be pretty easy to track, but in today’s omnichannel world, these touchpoints can span from a consumer’s desktop device, to their tablets, video views, and to their mobile phone.

marketing attribution loop graphic

Why Strategizing Marketing Attribution Is Essential To Success

There’s no question – modern marketers are dealing with an increasingly advanced customer. They are research-obsessed, demanding, and impatient; but ultimately, they recognize they are all that matters. If your brand isn’t doing everything it can to show a consumer how you can complete their “jobs-to-be-done” better than the competition, then your competition certainly is.

Over the last few years, defining the key touchpoints in a user or customer journey has become increasingly difficult for marketers. We’re seeing more and more users span from their desktop or laptop computer to their mobile device or to their tablet when researching and educating themselves about a brand or product. That’s why it’s become harder to define what points through this user journey truly impact sales or profits the most.

A customer conversion typically happens after a relationship has developed between consumer and a brand. But, what aspect of attribution is building the relationship the most?

As fast as technology has evolved in the last five years, Google marketers have to move even faster to stay ahead of the game.

There are three major factors that have massively influenced this digital marketing transformation.

  1. The mobile device and its impact on consumers lives
  2. The internet speeds at which consumers can access information and products
  3. The ability to share that information with anyone and everyone seamlessly

It shouldn’t come as a surprise to any marketer, the more you know about your audience, the more you understand what you can offer potential customers searching for your products. That’s why this article will be focused on why every organization needs to test different marketing attribution models, instead of just focusing on a last-click attribution.

If Google marketing professionals wish to truly improve their customers’ lives and excel at creating the most attention-focused messaging, we have to collect what users are searching for in search engines, study the website analytics, and be able to seamlessly bridge the gap between the customer’s desktop experience and the mobile experience. But, more importantly, we need to understand how these cross-device experiences affect our customer’s lives and purchase decision.

When you properly strategize different marketing attribution models, your organization can:

  • Remarket better and drive more conversions
  • Become part of a customer’s purchase decision earlier in the funnel or while a customer searches opposing products or services
  • Find invaluable signals of intent for particular products or services

Which Marketing Attribution Model Is Right For Your Business?

Brands, marketers, and data scientists create a myriad of marketing attribution models in order for them to gain a better handle on the customer conversion process and how their organization should value each conversion.

These models enable marketers to measure across all touchpoints and identify the moments that really matter in shifting the customer journey from education to purchase. Just like your customers aren’t “one-size-fits-all” there is no one answer to which marketing attribution model is right for your business and industry.

In the healthcare, education, and automotive industries, a linear marketing attribution model may be the most efficient to judge what parts of your brand journey create the most success.

Where the cosmetics or beauty industry may benefit more from a time decay marketing attribution model.

In addition, the telecom industry may find more value in a position-based marketing attribution model that focuses on the customer’s first and last interaction.

If your organization truly wishes to answer that question, you have to align your businesses and marketing goals and test different marketing attribution models. Then delve into the cross-device analytics of what your marketing team is finding to help differentiate what model is best for your success.

6 Marketing Attribution Models Your Organization Should Test

marketing attribution models graphic

1. Last Click Attribution

Last click attribution is the most commonly used customer touchpoint model. It attributes all the conversion value to the last touchpoint in the conversion path. This usually occurs with lower funnel keywords and devices, while upper funnel keywords and devices receive no credit for initiating or assisting conversions.

If your organization is completely focused on giving credit to the click that drove a consumer to your website or landing page and converted, then this marketing attribution model is perfect for your organization.

However, if your business and marketing team desire to learn more about the full span of your customer’s journey, then a different marketing attribution model should be utilized. Last click attribution cannot measure the complexity of cross-device consumer behavior, where ad clicks occur on one device and the conversion occurs on another device.

2. First Click Attribution

A first click attribution model is the exact opposite of last click, it’s solely focused on the first touchpoint or interaction in your potential customer’s brand journey. Regardless of the conversion outcome, first click attribution will give full credit to the first interaction that drove that customer to your website or landing page for the first time. This marketing attribution model normally utilizes upper funnel keywords and devices for customer interaction.

If your organization is focused on what impacts lead generation and utilizing form fills, then this marketing attribution model is perfect for your brand. However, since this attribution model doesn’t place any emphasis on what drove the sale there are little optimizations to be made.

3. Time Decay Attribution

A time decay attribution model will allocate the most credit or weight to the customer touchpoint that’s responsible for the conversion. It will also allocate less credit to a touchpoint that’s further away from a conversion.

This marketing attribution model is great for marketers looking to understand and optimize the customer interactions that drive conversions as well as the touchpoints that led up to that customer conversion. If your business is focused on optimizing around the touchpoints that drove customer conversions, this is a fantastic attribution model that’s also very conservative in growth.

However, if you’re trying to understand the whole customer journey evenly, this may be an inefficient model because early onset customer interactions will be ignored.

4. Linear Attribution

A linear attribution model will assign credit or weight to all customer interaction points evenly.  So, if your brand journey has four customer touchpoints, then each interaction will receive 25% of the credit of the conversion value.

This is an incredible marketing attribution model for marketers looking to holistically understand the entire customer path evenly while maintaining a moderate growth strategy.

However, if you’re looking to truly understand which customer interaction is the most effective then you may want a position based or last click-based attribution strategy because linear attribution will evenly weigh your highest performing interactions with your lowest performing interactions.

5. Position-Based Attribution

A position-based attribution model will evenly weigh your first and last customer touchpoints at 40% of the conversion value while dividing the remaining 20% of the conversion value to all of the remaining customer touchpoints in-between.

If your organization is looking for an aggressive growth strategy and you’re wanting to understand and give credit to each segment of the customer journey it will allow you to optimize your first and last customer interaction for continued growth and success.   

However, since the majority of the weight is distributed to the first and last interaction, your other touchpoints during the consumer’s journey may not gain as much attention as they deserve.

6. Data-Driven Attribution

First off, in order to qualify for a data-driven attribution model, your account must have at least 15,000 clicks and a single conversion action must have at least 600 conversions within 30 days.

Now, if your account currently achieves those metrics, then data-driven marketing attribution may be a perfect model to better understanding your entire customer journey and what truly impacts conversions.

Digital marketers using rules-based attribution are all about simplicity and incremental progress.

Instead of relying on elaborate models to assign credit, they build and test individual rules that help to explain how their marketing channels work together. But, the benefit of the data-driven model is that it’s algorithmic, personalized and fully automated.

data driven model vs rules based table

What Is Cross-Device Measurement?

Think about how you shop for most big-ticket items or book vacations.

I could almost guarantee that out of everyone that ever reads this piece, there isn’t a single person who has booked a vacation on their phone in a single setting. If you have, you are bold. But, that’s not how the majority of society engages in a brand journey. They normally engage in several different devices at several different times throughout their purchase decision.

Like we talked about earlier, a last click marketing attribution model gives all the conversion value to the last touchpoint in a consumer’s brand journey, where the upper funnel devices don’t receive any credit for assisting the conversion.

So, if your brand is only focused on one aspect of the journey how can you truly understand what’s most effective?

You can’t. Unless you’re looking at cross-device activity reports.

Below is a user journey that sums up the importance of cross-device measurement:

Jenny is the definition of a foodie. She’s on her work lunch break and daydreaming about a trip to Spain. So, she takes out her phone and searches Google for “best food cities in Spain.” She’s prompted with many responses, but lands on a blog post about San Sebastian in the search results and it’s brought to her by Airbnb. Completely satisfied with this information, she continues her work and goes about her day.

However, when Jenny gets home later that night, the thoughts of San Sebastian fill her mind. The entrees and deserts she viewed earlier are completely distracting her from Netflix.

Seeing as she has a little more time to research San Sebastian, she gets on her laptop and heads to Airbnb. As she’s researching, not only does she look into the best places to stay, but the best food and the most exciting experiences during her stay. She finds some incredible information, as well as a place that fits her budget, but she’s not ready to book quite yet.

The next day at work, she’s again on her lunch break and is scrolling through Instagram. When suddenly, she’s served a display ad for Airbnb as well as a highly detailed piece of email marketing talking about San Sebastian and the apartments, houses, or condos she was researching. She’s then called into a meeting and has to focus on work.

That night, Jenny logs back onto Airbnb, spends a bit more time researching the right place to stay, the best places to eat and the coolest experiences she can do while she’s in San Sebastian and decides to book the trip.

Which part of this consumer journey do you attribute with the most impact?

If you’re thinking it is an individual part, you may want to think again. While individual parts are important, it’s the whole holistic brand journey that truly impacts a customer to make a decision.

It can’t be limited to one touchpoint or interaction.

As a team, they all work together in assisting and nurturing a consumer through your sales and education path.

Sure, Jenny may have completed the purchase on a desktop environment and there should be some weight given to that conversion touchpoint, but how does that influence her more than the display ad she was served on mobile? Or on the initial mobile search where Airbnb was delivered in the search results?

Cross-device activity reports will:

  • Bring new cross-device insights by showing the full cross-device conversion path for search campaigns from desktop-to-mobile-to-tablet so your organization knows where you’re converting.
  • Provide an opportunity to show your brand how mobile is potentially undervalued based on last-click, last-device models.

To Sum Up Marketing Attribution Models For Your Business

When all is said and done, each marketing attribution model may give your organization new insights on how to improve the platform, messaging, and device that you’re using to communicate with your true market audience.

But, it’s only through testing and optimizations that you’ll understand which attribution models produce the highest ROI and most conversions for your business.

If your organization is still shaking its head over Google Ads attribution models and what strategies your company should implement to increase brand awareness and maximize profits, reach out to Evolve Digital Labs for your free consult.

Customer Acquisition Cost: The Make Or Break Marketing Metric For Your Business

For a quick summary of this article, watch the video below

The Platform Tax: Find The Most Cost-Effective Digital Marketing Platform For Your Business

Today, there are more platforms than ever that give you the ability to reach an audience and market your products or services online. From producing digital marketing on Facebook to LinkedIn to Google Ads (formerly AdWords) to Amazon, they all have different capabilities depending on your industry. Most importantly, they all attain a different customer acquisition cost.

For an executive to make profitable and effective decisions that set your organization up for success, this ‘customer acquisition cost’ or ‘cost per acquisition’ is one metric that deserves an extra amount of your attention.

With so many platforms and so many industries, it can be difficult to know what the benchmark average costs are, and knowing these can ensure your business is making profitable digital marketing decisions.

For example, if you’re marketing for a CPG organization, it makes sense to leverage Google Search, Display, and Shopping ads to increase traffic and drive sales to Amazon or your online store. Whereas, if you’re a SaaS organization you’d most likely want to leverage a Social Media platform like Twitter with Google Search, Display, and YouTube to market your software product.

customer acquisition cost example by industry

But before we get into customer acquisition cost by industry and platform, let’s define cost per acquisition. Cost per customer acquisition is different than cost per lead or cost per click. The problem with digital marketing today is that cost per lead or cost per click are, by far, the most talked about metrics of PPC marketing.

The ironic aspect is that leads and clicks don’t make most businesses money; customers do. Therefore, that is the metric your organization should think of as the “make-or-break metric.”

what is customer acquisition cost

What is customer acquisition cost?

In its simplest terms, your customer acquisition cost is how much it costs your business to acquire a new customer for any certain marketing platform or industry.

How to calculate your organization’s cost per customer acquisition

For any business or organization to calculate its cost per customer acquisition you simply take your total media costs for a certain campaign or platform and divide them by how many new customers were acquired in that campaign and you have your average cost per acquisition.

customer acquisition cost formula

Total Media Spend Per Channel / Number of Customers Acquired = cost per customer acquisition

For example, if a CPG organization spent $1,000 on marketing in their fiscal year and acquired 100 customers off that spend, then their cost per customer acquisition is $10.

google cost per acquisition by industry

What is the average Google Ads cost per acquisition by industry?

Since digital marketing is all about the competition within each industry, the costs also mirror the popularity of the market.

If a certain keyword has very high search volume like finance or healthcare, it’s going to increase your budget and spend if you want your ads on the first page of Google search results. Whereas, if you’re bidding on keywords that don’t have high search volumes, your costs are going to be much more reasonable because of the lack of popularity within search engines.

customer acquisition cost by platform

What’s the average customer acquisition cost by marketing platform?

Similar to marketing per industry, every platform’s cost will vary due to the number of users present on each platform. If your organization is looking for the most bang for your buck, we’d recommend social media marketing and email marketing.

The level of specificity your messaging and content can attain is simply amazing for the cost levels. If your organization has the budget, we’d recommend Google Ads search and display marketing while leveraging video marketing like on YouTube.

paid search and display advertising

Paid Search & Display Advertising

Paid search, otherwise known as PPC marketing or search engine marketing, is the most popular form of online advertising. The costs for producing Google Ads are reasonable compared to traditional media forms depending on your industry and the ability to target-specific and granular audiences is unmatched. Look to Google when you’re in need of the most effective top-of-funnel strategies to grow brand awareness and bring users into your brand family.

Search & Display Advertising Platforms

  • Google Ads: Without a doubt, Google Ads (formerly AdWords) is the most widely used digital marketing platform in existence. Bidding on auctions gives your organization the ability to put your products and services in front of billions of people every day.
  • Bing: A secondary option to Google’s Ad platform is Microsoft’s Bing. The platform provides an almost identical advertising experience, but if you’re looking for the most widely used space, we’d suggest Google Ads.

How do Google & Bing charge advertisers?

Paid search ads in Google or Bing are priced on a pay-per-click (PPC) strategy. Your organization will be charged every time a prospective customer or user clicks on your ad.

Every price per click is based on how competitive your chosen keywords are, and this is dependent on your industry and your organization’s Quality Score. If you’re looking to learn more about Quality Score check out this blog post.

How you can benefit from paid search marketing on Google & Bing

Google’s customer intent signs and signals are full of informative data that very few other marketing platforms attain.

The more comfortable that humans get with search engines, the more specific and natural our queries become. If you strategize your Google Ads marketing campaigns correctly and properly analyze your customers search behaviors and questions, then you already know their pain points and jobs-to-be-done. Taking this data-first approach to marketing will make it easier to reach your true audience with very specific messaging.

How to improve your cost per customer acquisition in Google Ads or Bing

Knowing which platform attains the lowest cost per customer acquisition is vital for any executive trying to innovate their marketing strategy.

When you know what platforms deliver the most customers and conversions at the lowest cost, you’ll know where you can hone your marketing focus for maximum and predictable growth.

  • Ensure your keywords are targeting your true market audience.
  • Utilize negative keywords to eliminate unnecessary clicks from customers who aren’t willing to buy your products or services.
  • Constantly test your website landing pages that you’re driving customers to.
  • Make your ad-to-landing-page experience seamless and ensure all the messaging and imagery is consistent and relevant so you can achieve an above average Quality Score.
facebook markting

Facebook Marketing

Facebook has become by far the largest and most competitive platform for social media marketing. So much so, that over 90% of marketers are using Facebook to reach their audiences with their products and services. If you’re looking for a successful top-of-funnel marketing strategy as well as an incredible platform to improve customer relation management, Facebook might be the right choice for your business.

You have the ability to reach its 1 billion daily users with:

  • Desktop sidebar ads
  • Desktop news feed ads
  • Mobile news feed ads

Facebook marketing is slightly different than marketing on Google. There’s a level of intrusiveness that needs to be attained in social media marketing that may not be as prevalent on other platforms.

Users are scrolling through so much content at such a rapid pace that your advertising needs to capture their attention over their friends and family’s pictures and posts. That’s why we’re seeing the usage of carousel ads, videos, and slideshow ads to help organizations tell a more inclusive and holistic brand story.

There’s also incredible specificity and granularity within targeting audiences. You’re able to segment audiences into:

  • Age
  • Gender
  • Location
  • Language
  • Hobbies
  • Activities
  • Life events
  • Behavior
  • And more…

How does Facebook charge for their marketing?

Like Google, Facebook charges your business or organization on a cost per click basis. Because of its popularity among businesses, Facebook has become the most expensive social media marketing platform, so in the same retrospect, the more specific you’re targeting your audiences the more efficient your cost per customer acquisition will be.

How you can benefit from Facebook marketing

Almost everyone has a Facebook account no matter the age. In fact, even with audiences that are over 45 years old, Facebook is by far the most widely used social media platform.

Facebook advertising also allows you to spread your marketing across multiple user devices all over the globe, so whether your audience browses on their phones, their laptops, or their tablets your organization has the ability to reach them with your marketing.

How to improve your organization’s cost per customer acquisition on Facebook

Similar to how Google’s Quality Score is based on the relevance of your advertising and messaging, Facebook’s incredibly specific targeting capabilities will help your organization speak to a true market audience and use your budget wisely.

It’s best to stay away from broad targeting tactics if you’re looking to lower your cost per customer acquisition because as more people click on your ad, the more it costs your organization.

Effective marketing on Facebook isn’t about getting as many clicks as possible, it’s about getting the best clicks that will turn into customers. That’s done with great targeting.

instagram marketing

Instagram Marketing

Over the last year Instagram has made a push to become the second largest social media advertising platform with a staggering 500 million everyday users, and of that 500 million, 80% are subscribing to business accounts. If you’re looking for a successful top-of-funnel marketing strategy as well as an incredible platform to improve customer relation management, Instagram might be the right choice for your business.

Due to its visual nature as a platform, Instagram has proven quite successful for many fashion, health and beauty, and CPG organizations in their attempt to increase sales and customer conversions. The video and image-rich content that brands produce truly allows users to become a part of your organization and spread awareness about your products and services.

There’s a holistic nature to advertising on Instagram as well, so if your brand decides to use it as a platform, make sure you’re creating more docu-style content that showcases your brand. People are becoming increasingly turned off by high-quality marketing materials that are “selling,” so when you’re creating, keep it simple and live by the phrase, “document, don’t create.”

How does Instagram charge for their advertising?

Instagram charges marketers on a cost per click format much like Facebook. Prices are significantly less expensive than marketing on Facebook, but at the same time, you’re advertising to less than half the number of users found on Facebook.

How you can benefit from Instagram marketing

Due to Instagram’s prompted post strategy, businesses have the ability to build an incredibly in-depth relationship with their audiences and do it at a much lower cost per customer acquisition than Facebook or Google.

Most digital marketing found on Instagram is incredibly mobile friendly because that’s where the majority of your users are accessing the platform. So, if your true market audience is a younger demographic and very mobile friendly, this could be a very cost-effective advertising platform for growth.

How to improve your organization’s cost per customer acquisition on Instagram

Relevance of marketing content is the quickest and most efficient way to decrease your cost per customer acquisition on Instagram.

Your marketing team must know how your true marketing audience likes digesting content and the style in which it’s presented. Since Instagram is a visual-only platform the usage of inexpensive video content is always the fastest road to success.

In addition to producing eye-catching video and images, we’d suggest researching relevant and useful hashtags and utilizing them in every post. Hashtags are one of the best ways to automatically get your brand in front of an audience that’s interested in your industry.

twitter marketing

Twitter Marketing

Twitter is the third largest social media platform for marketers to promote and sell their products and services. With an average monthly user rate of 330 million people all over the world, your organization has the ability to reach an enormous audience anytime and anywhere on their news feed.

For small to medium businesses, Twitter has become an absolute blessing for marketing, and in addition to that, it’s allowed customer relation management to reach new heights. If you’re looking for a successful top-of-funnel marketing strategy as well as an incredible platform to improve customer relation management, Twitter might be the right choice for your business.

Top organizations are using the platform to not only reach new audiences but also to manage relationships with current customers in need of solving pain points.

For a social media platform, Twitter’s marketing costs are quite a bit lower per engagement compared to the Facebook and Instagram. However, at the same time, engagement is increasing on Twitter so be cognizant of that when marketing on Twitter.

If your organization’s main source of marketing content is video, we’d highly suggest utilizing Twitter. The conversion rates on video content are incredibly high and due to an extended character limit, marketers are able to tell more developed stories and messaging to attract their true customers.

For example, Nielsen produced a study based in the automotive industry that showed 1 out of every 4 cars purchased was influenced by Twitter at some point in the car buying process.

Out of Twitter’s 330 million monthly users, they are:

  • A younger generation that skews to 18-25 years old
  • Typically making +75k per year
  • Living in an urban area
  • Willing to share your brand message by retweet

How does Twitter charge for their advertising?

Twitter charges marketers on a cost per click format much like Facebook. Prices are significantly less expensive than marketing on Facebook, but at the same time, you’re advertising to a much smaller number of users than found on Facebook.

How you can benefit from Twitter marketing:

The great thing about marketing on Twitter is the ability for your content to be shared by Twitter’s users for free. Creating viral content is no easy task, but if your messaging and marketing is specific and interesting enough to your target audience, your users will spread your messaging to other users like wildfire.

It’s an incredible platform to build brand awareness and increase sales.

How to improve your organization’s cost per customer acquisition on Twitter:

Unlike Google that has a Quality Score, Twitter doesn’t grade its marketing content. However, by simply producing ads that feel like ads your organization will more than likely experience wasted budgets and a higher cost per customer acquisition.

No matter the marketing platform, relevancy of your content to your is of the utmost importance. Users are bombarded by so many marketing materials on a daily basis that they’ve learned to automatically turn off their attention when they feel like they’re being sold to. Creating useful and valuable material for your users is the quickest way to decreasing your cost per customer acquisition on Twitter.

linkedin marketing

LinkedIn Marketing


LinkedIn has very rapidly become the Facebook for professionals and B2B marketers. So much so, that a staggering 94% of B2B marketers are utilizing LinkedIn for its digital marketing purposes to gain an increase in leads and share their content. Within the last few years, their user rate has skyrocketed to 260 million users per month.

It’s where the majority of Fortune 500 movers-and-shakers are spending their time on social media, so if you’re in the B2B marketing industry and if you’re not already on LinkedIn, we’d suggest you go sign-up for your account now and immediately strategize some content.

In addition to producing marketing content to increase sales, a large majority of businesses are leveraging LinkedIn as a recruiting tool to gain new employees. If you’re looking for a successful top-of-funnel marketing strategy as well as an incredible platform to share marketing materials and increase brand awareness, LinkedIn might be the right choice for your business.

As users become more comfortable navigating and accessing LinkedIn daily, we’ll see an evolution in how content is delivered to consumers.

A large plus side to advertising on LinkedIn is that there’s far less competition compared to platforms like Facebook, IG, and Twitter. Any advertising content your brand produces doesn’t have to battle for attention next to their family and friends posts, their favorite ESPN feed, among many other distractions that take potential customers away from your products and services.

How does LinkedIn charge for advertising?

LinkedIn charges marketers on a cost per engagement format much like other social media platforms. For B2B marketers the advertising prices can be a bit pricier than marketing on other platforms, but at the same time, you’re advertising to the number one B2B space where 90% of decision-makers in Fortune 500 companies spend their time on social media.

How you can benefit from LinkedIn marketing

The great thing about B2B marketing on LinkedIn is the ability for your content to be shared by its users for free, without most of the other distractions that bombard customers on competitors social media platforms.

In addition to video success on LinkedIn, their slide-share capabilities have given them a leg up in marketing communication between organizations. If your organization is in the B2B space, it’s an incredible platform to build brand awareness and increase sales.

How to improve your organization’s cost per customer acquisition on LinkedIn

Producing valuable and relevant marketing content is the quickest and most efficient way to decrease your cost per customer acquisition on LinkedIn.

Your marketing team must know how your true marketing audience digests content and the style in which it’s presented. Since LinkedIn is a visual preferred platform the usage of inexpensive video content is always the fastest road to success.

In addition to producing eye-catching video and images, we’d suggest researching relevant and useful hashtags and utilizing them in every post.

email marketing

Email Marketing

When done right, email marketing is one of the most profitable and personalized tools in any content marketer’s toolbox. If you’re looking for one of the most successful full-funnel marketing strategies as well as an incredible platform to improve customer relation management, Email marketing might be the right choice for your business.

The two main organizations, HubSpot and MailChimp both offer completely free versions that come with a myriad of features. One of the most utilized would be the responsive email design feature, which allows you to optimize for desktop or mobile platforms. They also have multiple design templates suitable for most businesses and industries.

However, in order to successfully use email marketing, your company needs to have a robust and updated email list. If you already have one, perfect, you’re ready for the next step. If you don’t have an email list formulated, read the bullet points below.

How to make an email list:

  • Offer free and valuable downloads on your website. Always request a name and Email in order for the prospective customer to acquire the materials.
  • Produce useful pieces of content on topics that are relevant to your desired customers and publish these on a regular basis.
  • Write quality and informative blogs and videos, and request users to sign-up to receive notifications on updates.
  • Create an easy and seamless sign-up or contact form on your website’s homepage.
  • Use your social media channels to gain prospective leads.

How do Email and CRM platforms charge marketers?

Normally, most CRM platforms for email marketing are paid on a monthly rate depending on the features and capabilities that suit your organization. If your business has tens of thousands of leads and you’re pushing them through in-depth sales and marketing funnels we’d suggest paying for a version instead of just using a free version.

How you can benefit from Email marketing

Email marketing is one of the least expensive forms of digital marketing and its ability to be personalized and incredibly specific towards an individual is unmatched from any other advertising platform in existence.

A/B testing is the key to reaching more customers at a lower cost per customer acquisition. Your organization has the capabilities to produce HTML emails or very straightforward and simple text design emails. No matter the style, or how long or short the copy presented in the email, there must always be a specific call to action for your target audience to complete. Make it useful and help them complete any issues in their lives that relate to your business.

The amount of data your organization can receive within emails is astounding. Plus, if you leverage a paid version of a CRM like HubSpot, you’ll be able to view a users journey to a specific landing page on your website. From there, you’ll have the ability to build user-specific content that’s tailored to their pain points or interests.

How to improve your organization’s cost per customer acquisition with Email marketing

When your organization utilizes direct response email marketing to prompt your potential customers to visit your other social channels you’re bringing them deeper into your brand community and allowing your company additional avenues to communicate, nurture and pursue this customer, and hopefully decrease your cost per customer acquisition.

Also, by leveraging useful downloadable pieces of content or videos in your email marketing will certainly lead to a lower cost per customer acquisition as well as happier customers.

amazon marketing

Amazon Marketing

As the world’s leading eCommerce platform, every year Amazon continues to grow its profits, sales, and active customer list. If your a CPG organization looking to increase your conversions with an efficient bottom-of-the-funnel sales and marketing strategy, we highly suggest producing advertising on Amazon.


How does Amazon charge for advertising?

Paid ads on Amazon are priced on a pay per click strategy. Your organization will be charged every time a prospective customer or Amazon user clicks on your ad.

Every price per click is based on how competitive your chosen keywords are. This is dependent on your industry and your products popularity within Amazon’s search engine.

How you can benefit from Amazon marketing

Amazon is quite different than any other platform because when customers browse they’re already closer towards making a purchase decision. On a platform like Google, they’re searching for answers to their questions and solutions to their problems, on Amazon they want to buy it now and get it tomorrow.

If your CPG organization can identify actionable data around what your true market audience wants, you’ll be able to present personalized messaging to millions of users who are already willing to buy.

To dominate your competition, we’d suggest leveraging a remarketing service like JumpSend, which allows your organization to send personalized emails to consumers when they search one of your chosen keywords into Amazon’s search box. By strategizing your messaging based off your true market audience’s intent, you’re giving your organization a leg up over your competitors.

How to improve your cost per customer acquisition in Amazon marketing

In the same way that keywords are your blueprint for advertising in Google, Amazon also has what they call backend keywords that populate your Amazon page. By choosing the keywords that attract your true market audience you’ll surely see an increase in sales and a decrease in cost per customer acquisition.

In addition to keywords, if your CPG organization doesn’t have an ample amount of reviews on your page you’re doing your organization a tremendous disservice. 90% of Amazon users won’t purchase a product that has less than three stars. Try offering discounted product or free give-a-ways to certain consumers in exchange for positive customer reviews.

On top of reviews and keywords, 60% of Amazon shoppers have noted that slow shipping will prevent them from making a purchase. Ensure that your organization has blazing fast shipping time to continuously increase sales and lower your cost per customer acquisition.

omnichannel approach marketing

Why you should use an Omni-channel approach towards your marketing

After digesting all of those different advertising platforms we hope your organization has a better idea of what platforms to utilize and how much it should be costing your business to acquire a customer.

However, because the modern consumer’s user journey has expanded over the years, we’re seeing them seamlessly switch from platform to platform, so we would recommend focusing your advertising content to several of these platforms to truly achieve predictable growth.

Other Resources for Customer Acquisition Strategy:

This article if chock full of information and actionable steps, but we at Evolve Digital Labs are self-aware enough to know that we obsess specifically over the data-driven strategies. To continue your education on how to leverage, implement, and grow your organization’s customer acquisition in the most cost-effective way, check out these other resources:

We Can Help Your Organization | Evolve

If your organization is still shaking its head over customer acquisition costs and what strategies your company should implement to increase brand awareness and maximize profits, reach out to Evolve Digital Labs for your free consult.

A minute of your time could improve user experience and increase ROI.

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Achieve Google Ads Marketing Domination With A Data-Driven Strategy

If your organization is looking to advertise on Google Ads or your brand is already utilizing PPC campaigns, your team may be realizing that achieving profitable success is a little more difficult than merely hitting the GET STARTED button.

Nothing in life (let alone digital marketing) is guaranteed; actually, it’s quite the opposite.  There’s an ungodly amount of waste found within Google Ads and, unfortunately, most agencies and PPC strategists seem to do nothing to change it.

google ads problem too easy

The problem with Google Ads is simple. It’s too easy for our own good.

Google, being the user experience geniuses they are, has made it so user-friendly for any organization to set up an account and start pushing out ads that most brands never implement a full, omnichannel strategic approach first. Guess who reaps the rewards of misspent digital marketing budgets? That’s right, Google.

The ironic thing is that it doesn’t have to be this way. Google gives us the keys to the kingdom. We marketers just need to listen to the success stories Google keeps releasing, learn from what’s done right, then innovate our personalized strategies.

However, for some reason, many brands and agencies are reluctant to utilize these insights. They want things done the easy way – the “familiar” way. The way that leads to 9 billion wasted marketing dollars every year.

The true contenders, the PPC leaders that are producing the most advanced strategies with the highest ROI, are fully aware that this competitive landscape is anything but a free-for-all.

It takes an immense amount of data analysis, strategic digital marketing tactics, and targeted paid search, not to mention some organic SEO to see positive Google Ads ROI.

So, how can your organization get ahead of the competition?

Where should the decision makers look for innovation in their digital marketing and sales strategies in Google Ads?

  • Extensively study search engine data & competitor’s keywords
  • Create empathetic & relevant content
  • Focus on local search for maximum growth
  • Turn up your social channels
  • Use advanced automatic and smart bidding strategies

Unfortunately, successfully marketing and selling products or services on Google is extremely complicated and if your team isn’t using the right tools at their disposal, you are missing key components to success.

The reason being, as fast as technology has evolved in the last five years, that Google marketers have to move even more quickly to stay ahead of the game. Because of this increase in technology, we as humans have evolved as consumers. There are three major factors that have massively influenced this transformation.

  1. The mobile device and its impact on our lives
  2. The internet speeds at which we can access information and products
  3. The ability to share that information with anyone and everyone seamlessly

If Google marketing professionals wish to truly improve their customers’ lives, then they have to collect what users are searching for in search engines, study their website analytics, and be able to seamlessly bridge the gap between the customer’s desktop experience and the mobile experience.

google ads domination omnichannel

There’s no doubt about it; brands are dealing with an increasingly advanced customer. Modern consumers are research-obsessed, demanding, and impatient, but ultimately, they recognize they are all that matters and Google knows that.

So, with such a high level of competition in every industry, how can your organization innovate its digital marketing strategy for Google Ads success?

google ads compile search data

Compile Google Search Data & Competitive Keywords

Without question, extensive data & keyword research is one of the most important precursors to any successful digital marketing strategy.

google ads domination keywords

These incredible keyword tools are at any organizations disposal:

Google’s keyword planner will show your business invaluable predictive analysis on a multitude of data points so your brand can strategize your keywords to achieve maximum ROI.

What Google does better than almost anyone, they produce a truly customer-centric user experience. Their goal is and always has been to complete a user’s “job-to-be-done” as quickly as possible.

If your company can use one of the many machine learning tools to digest the critical questions, deduct your customers’ problems and then strategize your sales and marketing efforts around their pain points, you’re sure to elevate their user experience, all the while creating a generation of brand-loyal consumers.

A service like Google’s Keyword Planner is the epitome of working smarter, not harder to achieve success in Google Ads.

In addition to the research, a tool like this is essential to innovation and growth because it will seamlessly allow you to organize this uncovered customer data from thousands of your keywords.

google ads domination ad types

Data without purpose is just data. It’s meaningless. However, organized and comprehensive data and analytics will keep your company leaps and bounds ahead of the competition.

Predictive Analysis Best Practices:

  1. Collect quantitative and qualitative research that provides unique metrics and competitive intelligence such as marketplace share of voice.
  2. Perform competitive analysis reports on top competing domains by collecting keyword data, link building data & tactics, and content catalogs.
  3. Evaluate competition levels on search engine results pages from paid search, organic search, news, and other features of the search engine results page.

The data and insights uncovered will allow your brand to set baselines and:

  • Define custom intent audiences with segmentation
  • Define related searches to remarket more efficiently
  • Identify levels of competition of industry and non-industry competitors in the Paid & Organic marketplace
  • Define customer language to segment targeted audiences and messaging
  • Identify additional relevant and related searches

Customer experience is everything to Google. The more valuable keywords you can attain, the more likely your organization will be in the consideration-mix when a user types in a competitive keyword query in the search box.

The benefits of keywords don’t end with your customer, however. You’re also appealing to Google’s algorithm that scans every one of your website pages explicitly looking for relevant keywords that will place your product or services in front of the right customer when they search on their computer or mobile phone.

Once you’ve compiled your list of valuable keywords and related data you’re one step closer towards marketing and selling profitable goods and services on Google Ads.

Now, onto building your advertising content and using this data to fill in your messaging.

google ads create customer-centric content

Create Customer-Centric and Software-Centric Google Content

Success in Google Ads is all about organically creating a relationship in which your organization provides real, tangible value to your customers. The best way to do this is by populating each piece of messaging and content with incredibly relevant and useful information.

google ads domination experiences

Your organization must:

  • Tap into the customer’s pain points
  • Attract their inner desires
  • Demonstrate differences between brands
  • Utilize visual metaphors
  • Connect to customer’s emotions

So, how can your company increase the relevance of the content and build it to be more customer-centric and software-centric?

Insert your top-performing keyword phrases into:

  • Your headlines & descriptions
  • Your advertising landing pages
  • Your URLs
  • Your ad extensions

When your brand optimizes its written content in your ads and on your landing pages, you’re not only showing a prospective customer that your product or service is relevant to their search query or “jobs-to-be-done,” but you’re also catering to Google’s algorithms which will attempt to put your ads in a better position than the competition.

In addition to using Google’s Keyword Planner for your organization’s digital marketing strategy, we’d suggest utilizing Google Search Console for optimizing some advanced SEO elements that will increase your brand’s software-centric nature while simultaneously improving your customer’s user experience. It also allows your organization to pull additional keyword phrases that consumers used to find your site.

google search console

By bringing Search Console into your arsenal of tools you’re allowing your team to better understand where your online content needs improvement so you can maintain a more Google-friendly website and experience.

  • Analyze clicks from Google Search
  • Get alerts for critical errors or issues
  • Test whether Google can successfully understand your content

If you haven’t ever used this tool, I recommend you test it out immediately. The findings will more than likely astound you. Once your content is optimized, the next step is thinking about your strategic approach towards communicating.

google ads create local search focused

Create Local-Search-Focused Google Ads Strategies

There’s a famous saying that goes, “think globally, act locally.” Well, this is certainly a phrase that all digital marketers and executives need to take to heart.

Now more than ever, “we,” are engaging in questions and answers with Google and through our online evolution, marketers are witnessing a different kind of customer emerge. Every organization needs to advance their process of researching search engine data in order to accompany this change.

When you properly strategize Search, Display, Video and Mobile Advertising you can:

  • Remarket better and drive more conversions
  • Become part of a customer’s purchase decision earlier in the funnel or while a customer searches opposing products or services
  • Find invaluable signals of intent for particular products or services

More importantly, we need to act on how we can utilize our data findings to improve local and mobile search engine optimization and actually elevate our customer’s lives, not just gain an increase in sales.

The above ‘Think with Google’ study showed in the past two years:

  • 150%+ growth in mobile searches for “near me now”
  • 900%+ growth in mobile searches for “near me today/tonight”
  • 200%+ growth in mobile searches for “Open” + “now” + “near me”

Those numbers are astounding, and as a result of these changes in the digital search landscape, many organizations need to become more competitive on the local search front.

google ads domination near me

If this shows the digital marketing world anything, it’s that customers often already know what they need, they just don’t know where to get it.

Marketers must capitalize on providing more local information and continue to optimize the customer experience for mobile devices.

An informed and educated customer doesn’t have the time or the patience to drive around town looking for your products or services. They need their “jobs-to-be-done” resolved as quickly as possible and on as few platforms as possible.

  • Make their experience smooth and seamless, so they’re not overwhelmed by making a potentially transformative decision.
  • Find transparent and empathetic ways your customers can tell you what’s important to them, so your organization can evolve for the future.
  • Play into the research-obsessed consumer and find ways to assist their journey and make them a part of your brand family.
google ads domination mobile

Embracing a platform like Google My Business would give a customer the tools to:

  • Book an appointment
  • Get a quote
  • See your products and services
  • Read customer reviews
google ads content channels

Turn-Up the Content Channels to Aid Your Google Ads Experience

Valuable content is the name of the game these days, and the emergence of social media has done amazing things when determining what information companies can share with their consumers.

However, to truly create successful PPC campaigns, you can’t solely rely on just your search or display ads to drive ROI on their own. We need to use additional communication strategies to approach our customers and keep them informed.

The evolution of social media has modified how we can interact with one another, giving every organization the ability to create tailor-made, meaningful, personalized customer experiences at all times.

Strategies to Embrace:

  1. Social Media & Display Network: Instantly share information with customers on new technology, services, sales, and processes, as well as give your brand a face or voice of the business. Also, your brand can leverage video pre-roll & static image creative ads targeted to your match audiences.
  2. Voice Search: The future of search is natural language and voice will eventually be a more natural communication stream for any demographic to start the customer education journey and convert sales. Start thinking about the questions your customers are asking, and how you can naturally answer them.
  3. Video Marketing: Improve the customer education process and immerse a prospective customer into your brand’s world with 360 Video. Reach a broader audience in the early stages of the buying process with Video targeting and utilize YouTube TrueView 15 second pre-roll to target match audiences.
google ads domination social

If your organization is going to elevate a customer’s experience, it’s vital to understand your customer, the platform on which they’re accessing their information, and what their intended outcome is.

Remember, a successful digital marketing strategy on Google Ads isn’t just about getting more customers to your website, it’s about getting the right customer at the right time, and that’s why it’s vital to utilize emerging technologies and platforms to remain top of mind and visible to your prospects whenever & wherever their need emerges.

Don’t Ignore Google’s Smart Bidding & Automatic Bidding Strategies

Some PPC ‘gurus’ will tell you Google Ads success lies in relevant content. Others swear by extensive keyword research. Although both are incredibly vital aspects to profitable PPC campaigns, it’s your bidding strategy that determines whether or not your digital advertising will see profitable ROI, let alone see the first page of Google search results.

In every part of our daily lives, we use automated tools to make our days and nights run easier. The same goes for Google Ads management, and this is why we’re seeing even the most advanced PPC specialists turn to automated and smart bidding strategies to manage more efficient PPC campaigns.

Think about how your customers search Google. It’s a free education in psychology. Every user, including you and me, we type in a search term or phrase, then millions of offers for products or services show themselves.

To even place on these pages, your organization needs to strategize the right bidding strategy to back-up your data findings and messaging.

For the most part, Google offers four different categories of goals that will help segregate or determine which automated or smart bidding strategy is right for your organization.

The goals are broken down into:

  • Visibility
  • Clicks
  • Conversions
  • Revenue

Every company, let alone every campaign has its objective or goal, so you’ll have to determine what your KPIs are and base your strategy around that.

google ads increase brand visibility

Automatic Bidding Strategies to Increase Brand Visibility

If your organization is looking to spread brand awareness, gain more prominence in search engine result queries, or guarantee that your ad appears at specific locations on a Google page, these two automated bidding strategies are an efficient and cost-effective avenue.

  1. Target Search Page Location
  2. Target Outranking Share

Target Search Page Location

Target search page location is an automated portfolio bid strategy that uses machine learning to raise and lower your organization’s bids so your campaigns can appear at the top of Google’s search results or anywhere on the first page depending on your preference.

Do keep in mind that Target Search Page Location only attempts to get your organization’s ads on the first page of Google. The real success of your ad auction is ultimately influenced by your competitor’s bids and your account’s Quality Score.

Two different placing options at your disposal:

  • Appear at the top of the first page
  • Appear anywhere on the first page

Both of these time and money saving strategies estimate your keyword’s cost-per-click (CPC) and base your bids around those estimates so your ad can either reach the top of the page or appear on the page and increase brand visibility.

If you’ve ever seen a “limited by budget” notification on your campaigns, this may be a data-proven strategy to help maximize the efficiency in your budget.

Target Outranking Share

Target Outranking Share is a portfolio bidding strategy that helps your campaigns outrank ads from competitor’s domains.

When your organization switches from manual CPC to Target Outranking Share, Google Ads machine learning will automatically raise or lower your organization’s bids with the sole objective of gaining higher positions than your competitor’s domain on Google’s search result pages.

Combine Target Outranking Share with Google’s Auction Insights Report, and your PPC specialists gain the power of Google machine learning to back them. Your team can now set customer-centric bids around your competitor’s domain names, and this ensures you’re reaching the right audience with the right message at the right time, and doing it more efficiently than the competition.

google ads increase clicks

Automatic Bidding Strategies to Increase Clicks

If your organization is looking for an incredibly fruitful top-of-funnel strategy to effectively increase clicks and accomplish that surge without breaking a set budget, this automatic bidding strategy might be an efficient and cost-effective avenue.

  • Maximize Clicks

Maximize Clicks

Maximize clicks is an automated bidding strategy that uses Google’s machine learning systems to position your ads to receive as many clicks as possible within your set budget.

Your organization can seamlessly control the maximum amount you’re willing to spend per click, and if you don’t want to set a max limit, Google will simply make bids based on your target spend to achieve the highest volume of clicks/sessions for the available budget.

Combine the power of custom ad scheduling and maximize clicks so your organization’s ads will:

  • Appear to your true market audience on the days and specific times that they’re reachable and more likely in the mindset to browse and convert
  • Appear with a high frequency of impressions for those that Google’s AI has determined have a high click-through-rate potential,  so you can ensure your ads are receiving clicks
google ads increase conversions

Smart Bidding Strategies to Increase Conversions

If your organization is looking to keep a steady cost-per-acquisition (CPA) across your arsenal of keywords, or if your team is looking to successfully maximize your conversions without exceeding your set budget, these two Smart Bidding strategies might be your answer to higher Google ROI.

  1. Target CPA
  2. Maximize Conversions

Target CPA

Target CPA is a Smart Bidding strategy that allows your organization to set bids so your ads can acquire as many conversions as possible without exceeding your target cost-per-acquisition (CPA).

As you’re well aware, conversions based on keywords will sometimes cost more than your target CPA, and some chosen keywords may cost less.  With Target CPA on your side, Google will use algorithms to keep your cost per conversion virtually equal to the target CPA you set.

When you hand the controls over to Google, you’re allowing the power of advanced machine learning to automatically optimize your campaigns to hit the most effective CPC bid every time your ad can appear in search results. It will also leverage the power of auction-time bidding that tailors your bids to specific auctions.

If you wish to get a bit more hands-on with this smart bidding strategy, you can add specific elements of focus and targeting to produce further granularity:

  • Device
  • Location
  • Time of day

Maximize Conversions

Maximize conversions is a smart bidding strategy that allows Google’s machine learning to strategize your bidding to help gain the maximum conversions for your campaign and spend your budgeted amount.

When your organization adopts maximize conversion bidding your running campaigns will instantly optimize their bids, and with the added power of auction-time bidding, you’ll be able to tailor bids for each auction.

  • Automatically find an optimal CPC bid every time your ad is eligible

Do note:

If you’re consistently spending less than your daily budget, Maximize Conversions may not be the smart bidding strategy for you because its purpose is to increase clicks while spending your entire budget.

Smart Bidding Strategies to Increase Revenue

If your organization is looking for a smart bidding strategy focused on increasing profits or revenue, then this Smart Bidding strategies might be your answer efficiently creating higher Google Ads ROI.

  1. Target ROAS

Target ROAS

Target ROAS (a.k.a. return-on-ad-spend) is an advanced smart bidding strategy that uses Google’s machine learning to schedule your organizations bidding around a target return-on-ad-spend.

Google will set maximum cost-per-click bids so that you’re getting the most out of your conversion value, as well as establishing a baseline return on ad spend that fits your budget and goals.

When you harness the power of this automated bidding strategy, you’ll also be able to optimize at auction time, which allows you to tailor bids for each auction around targets like:

  • Device
  • Time of day
  • Location

Optimize These Additional Elements for Maximum Google Success

In addition to keywords, bidding strategies, and technical SEO best practices for Google Ads, it’s important to understand that if your business is going to deliver content on the page, it better be focused and relevant. In our “buy it now” mobile generation, any friction in the purchase or user process will end in customer abandonment.

Make sure that your creative and marketing teams are focusing on these aspects for further success:

  • High-quality images & videos
  • Blazing-fast website load time, including mobile
  • Customer reviews & testimonials

Product and service reviews are the golden tickets to success on Google.

google ads domination reviews

Every customer is wildly varied, and there is never a “one-size-fits-all” approach to successful digital marketing on Google. That’s why it’s vital to use reviews. Digital word-of-mouth is still a significant factor in digital marketing success, and the statistic above shows how influential reviews are towards impacting sales.

To Sum Up the Google Ads Marketing Success Strategy

Every business, large or small needs to fully embrace the data-driven revolution if they’re going to create successful and meaningful relationships with Google and your customers. If you don’t innovate, you will cease to be. That’s not a guess. It’s a fact.

Remember, to obtain success in Google Ads your team will need to:

  • Utilize your data
  • Embrace social media
  • Produce empathetic customer experiences
  • Speak to your true audience
  • Make the right bids
  • Utilize reviews

If your organization is still shaking its head over Google Ads marketing goals and objectives and what strategies your company should implement to increase brand awareness and maximize profits, reach out to Evolve Digital Labs for your free consult.

A minute of your time could improve user experience and increase ROI.

What Is Google Ads? It’s The New Google AdWords & It’s Here To Stay

It shouldn’t be shocking news to anyone when I say, the world of PPC and Google Ads marketing is in a constant state of evolution. Year after year, marketers are presented with new bidding strategies or advanced and comprehensive targeting practices and they’re expected to embrace them if they want to succeed.

Well, this July Google decided to evolve the PPC game once again. In a branding effort to simplify their marketing platform, Google has changed the name of their online marketing platform from Google AdWords to Google Ads.

It may take some time for the paid search and SEO world to transition into using Google Ads in their everyday language, but marketers need to act fast in their written communication for Google Ads.

If your organization is producing content about Google marketing and still utilizing the former name of "AdWords" instead of "Google Ads," you could be missing out on key customers in your digital marketing strategy as well as taking a step to create valuable content at a lower cost.

So, where can your organization make improvements in your written content so you can speak to your true market audience and show Google’s algorithm that you’re aware and taking part in their rebrand?

Utilize the written usage of Google Ads in these aspects of your branding:

  • On your website
  • In your emails
  • In your blog content
  • In your Google Ads content
  • In your social media posts

It has taken some time for marketers to embody the new branding, but the online community is adapting faster than most would have imagined.

Check out the chart below to see some data around how quickly Google Ads is taking the online community by storm.

google ads keyword research

This shows marketers one thing, now more than ever, we need to embrace and embody change at blinding speeds if we want to stay as far ahead of the competition as possible.

If your organization has any questions or concerns over Google’s rebrand or if you’re wondering how to best strategize this into your content marketing strategy please reach out to Evolve Digital Labs for your free consult.