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Search FunnelsConversion Analysis Beyond Just The Last Click

Nguyen Quang Dong – Senior Project Manager

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Executive Summary

• Search Funnels is a new set of reports available to Adwords Conversion Tracking customers

• It uncovers how converters interact with paid search clicks and search impressions on Google.com

• Search Funnels insights will demonstrate which keywords are used by converters preceding last click

• You will now see the true value of all keywords, not just the last click prior to conversions

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Index

1What are Search Funnels

2What Search Funnels can do for You

3How to get started

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Last-Converting

Clicks

What are Search Funnels

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Last Click Doesn’t Tell the Full Story

Conversions

Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords

Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords

What impressions and clicks led to conversions?What impressions and clicks led to conversions?

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Last-Converting

Clicks

Now, you can see more!

AdWords Search Funnels are a set of reports describing the Google.com search ad click and impression behavior leading up to a conversion

Adwords Conversion Tracking is Required

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In the Search Funnels reports, you can now see:

• Upper funnel clicks and impressions* that occur prior to last clicks that drive conversions

• Average length and duration of conversion paths

• How keywords, ad text and campaigns assist each other prior to conversion

*impression data only available from Google

Search Funnels will Uncover New Insights

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What Search Funnels can do for you

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Sample Search Funnels Path – JetWithUs.com

keyword cost Conversions Cpa

JetWithUs $3400 16,000 $0.21

Air hotel packages $155 10 $15.50

May not be capturing full value

Last Click may not tell the whole story…

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Last click conversion

3/11

'Air hotel packages'

3/17

'JetWithUs.com flights'

3/24

'Hotel flight''Soho New York hotels'

3/26

'JetWithUs'

Search Funnels: keywords and dates of searchConversion

Let’s work backwards

Let’s look at an example:Sample Search Funnels Path – JetWithUs.com

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keyword cost Conversions Cpa

JetWithUs $3400 16,000 $0.21

Air hotel packages $155 10 $15.50

By taking assists into account, the CPA should be lowered.

Last Click may not tell the whole story…

+ 1000 assists

Sample Search Funnels Path – JetWithUs.com

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Assist Clicks And Impressions

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Performance based on how many assisting clicks and impressions there are for each keyword, ad

group, or campaign.

Performance based on how many assisting clicks and impressions there are for each keyword, ad

group, or campaign.

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Benefit: identify campaigns contributing to conversions and then adjust bidding. Or expand into similar keywords that contribute assists

Benefit: identify campaigns contributing to conversions and then adjust bidding. Or expand into similar keywords that contribute assists

Assist Clicks And Impressions, cont’d

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Top Paths

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Shows the sequence of Keywords/Ad Groups/Campaigns that were clicked or shown

(impressions) leading up to conversion

Shows the sequence of Keywords/Ad Groups/Campaigns that were clicked or shown

(impressions) leading up to conversion

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Benefit: identify how brand terms compare to and interact with non-brand Ad Groups, and see if an Ad Group contributes to conversions before the last click

Benefit: identify how brand terms compare to and interact with non-brand Ad Groups, and see if an Ad Group contributes to conversions before the last click

Different paths to the same keyword conversionDifferent paths to the same keyword conversion

Top Paths, cont’d

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Path Length

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What amount of impressions/clicks occurred before conversion/revenue?

What amount of impressions/clicks occurred before conversion/revenue?

Benefit: understand your funnel. Gauge the efficiency of the flow from ad click or impression to conversion, and work to shorten a consumer’s path to your conversion.

Benefit: understand your funnel. Gauge the efficiency of the flow from ad click or impression to conversion, and work to shorten a consumer’s path to your conversion.

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Path Length, cont’d

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Different conversions have different path length histograms

Different conversions have different path length histograms

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Last-Converting

Clicks

How do I get started?

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It all starts with AdWords Conversion Tracking

Once you implement Conversion Tracking,Search Funnels reports will automatically populate

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Thank You!

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