Leveraging Allocations to Create Keyword Groupings in Omniture SearchCenter
Creating custom keyword groups or classifications in SearchCenter is handy when you want to look at individual keywords across multiple ad groups (i.e. grouping head and tail terms together) and then use that custom group for reporting purposes. However, it is important to understand how allocations can play a critical role in shaping your business strategy.Omniture SearchCenter provides three unique attribution methods:
- First – applies credit to initial touchpoint that drove the user to the site.
- Last – this is most commonly used allocation since it is thought of as more reflective of the user’s intent. This gives credit to the last item touched within the customer cycle.
- Linear – this allocation spreads the credit equally across the various touchpoints in the cycle (i.e. if there were three campaigns that a user saw before converting, each one would receive 33% of the credit).
You should begin creating keyword groups once you understand which allocation setting works best for you. Group the keywords by performance. Once you assign the keywords, set up automated bid rules. These are a “series” of actions to be taken on the keywords in the grouping. If certain conditions are met, the rule will either raise or lower the bid by the predefined amount.** Remember that any event, calculated metric and/or SearchCenter metric can be used in creating an automated bid rule.
Written by:
Dorian D. Regester
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One note of clarification. Linear Allocation only works for one visit so it cannot be used to see cross-visit campaign allocation. Here is a link to a recent post I did that has a work-around for this: http://www.the-omni-man.com/sitecatalyst/adamgreco/2010/02/01/cross-visit-traffic-source-attribution/
Thanks for the heads up Adam.
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