From April 17th-20th, I had the opportunity to attend one of the largest gatherings of PPC nerds in North America: HeroConf 2017 hosted in Los Angeles. This was my first PPC conference and I had no idea what to expect, but I couldn’t have felt more at home at the conference among other people who live and breathe PPC.
It was a busy week filled with learning, networking, and free drinks. Despite all the fun, I came home excited to share my new knowledge with the Strathcom team. Here are my key takeaways about what to expect in the world of PPC in the future.
It’s Time to Move on From Last Click Attribution
Attribution Modeling was one of the hottest topics discussed at HeroConf. Speakers from all industries agreed that it’s time to ditch the last click model, and focus on other touchpoints that lead to a conversion. However, there is no magical way of knowing which model is right for you. Speaker Jeff Greenfield of C3 Metrics discussed the importance of not waiting around for the perfect model, but to test and test again. The only way to prove the value of attribution models is to test until you become less wrong. Attribution modelling is extremely important in the automotive industry as we move away from the standard sales funnel, to a customer journey with multiple touchpoints. By ignoring the touchpoints a customer reaches today, we may never see them again for another 3 years.