AdWords has the largest contribution to revenue (included projected revenue) for B2B financial services advertisers, finds Bizible in a recent benchmarking study. Based on marketing and sales data from December 2015 to May 2016 from roughly 120 companies across 6 industries, the report indicates that AdWords contributed to about one-third of financial services advertisers’ total projected revenues.
That analysis is based on a first-touch attribution model that looks at projected revenue from AdWords as a subset amount of total projected revenue during the time period. Projected revenue is itself a predictive model that calculates the number of predicted deals that will close in the pipeline.
Following financial services are business services, for which AdWords contributed an estimated 27% of revenues during the analyzed period. Read the rest at MarketingCharts.com.