eMetrics Marketing Optimization Summit

London 2010 - Sponsor

Google - AdWords Search Funnels

Currently, conversions in AdWords are attributed to the last ad clicked before the conversion happened. However, it's likely that customers perform multilple searches prior to finally converting.

AdWords Search Funnels is a set of reports that detail the Google searches that displayed your ads to users before they ultimately converted. These reports provide insight in to the path users take prior to conversion. For example, you’ ll see data on how "upper-funnel" keywords contributed to the ultimate conversion. This helps you gauge the true value of keywords by understanding how they influence the paths leading to conversion.

With the AdWords Search Funnels reports you can

Gauge the true value of keywords by understanding how they interact in paths leading to conversion.
Learn whether an ad was shown prior to a conversion and whether it was clicked or not.
Find out whether generic keywords actually contributed to conversions occurring from a branded keyword search. Are your generic keywords undervalued from a last-click perspective?
Use the Path Length and Time Lag reports to analyze the time to conversion and the number of search ad impressions and clicks before the conversion. Do conversions take longer at certain times of the year or for certain products?
Test hypotheses with data to take action. What happens if you increase or decrease budget for high assist click keywords. Or what if you bid for a different average position for high assist impression keywords? Do conversions increase with higher position? Do they decrease if you decrease position?

Learn more or watch our product demo.