How do we make our bid management decisions aware of the other touchpoints that led to a conversion (and not take all the credit)?
The simplest way is to do a channel-level coefficient. If AdWords is attributed 80% of revenue that it touches, then you can use a .8 coefficient in your math--either against the revenue that Google sees from within AdWords, or against the bids you're setting. More complex multi-touch attribution systems allow for different levels of control, but they can also become self-fulfilling prophecies--where you spend the most does the best, etc.
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