ophir cohen understanding search funnels
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43% of paid search conversions
include more than 1 paid click
Sample Conversion Journey
Time for a Vacation!
“Hotels in vienna”
“boutique hotels in vienna”
“ambassador hotel vienna”
Conversion $$$
AdWords campaign would show:
CPAConversionsCostKeyword
$10010$1,000Hotels in vienna
$5010$500boutique hotels in vienna
$1020$200altstadt hotel vienna
Assisted Conversions:
The number of conversions that were assisted
by a particular campaign, ad group, or
keyword. (not including last click conversions)
Assists explain contribution
AssistsCPAConversionsCostKeyword
25$10010$1,000Hotels in vienna
10$5010$500boutique hotels in vienna
5$1020$200altstadt hotel vienna
Typical Search Funnel
Time for a Vacation!
“Hotels in vienna”
“boutique hotels in vienna”
“ambassadoehotel vienna”
Conversion $$$
ConvertersAssisters
Introducing: Search Funnels
Master these reports to gain better
understanding of your consumers
AdWords > Tools and Analysis >
Conversions > Search Funnels
4 major insights:
Assisted Conversions Time Lag
Top Paths Paths to Conversion
Search Funnels
Time Lag – Longer than we expect
Path – From impression to Conversion
Assisted Conversions
Top Paths
4 major insights:
Assisted Conversions Time Lag
Top Paths Paths to Conversion
Search Funnels
Typical Search Funnel
Time for a Vacation!
“Hotels in vienna”
“boutique hotels in vienna”
“ambassador hotel vienna”
Conversion $$$
Takeaways
Last Click is misleading in many cases
Understand Assists concept & numbers
Shift budgets towards assisting keywords
Understand the time factor and act accordingly
Segment your messages and offers per different stages of the search funnel
