smx israel 2012 - understanding search funnels
DESCRIPTION
The presentation of Ophir Cohen, CEO of Universal McCann Search from the PPC panel at SMX Israel 2012.TRANSCRIPT
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43% of paid search conversions
include more than 1 paid click
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Sample Conversion Journey
Time for a Vacation!
“Hotels in vienna”
“boutique hotels in vienna”
“ambassador hotel vienna”
Conversion $$$
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AdWords campaign would show:
CPA Conversions Cost Keyword
$100 10 $1,000 Hotels in vienna
$50 10 $500 boutique hotels in vienna
$10 20 $200 altstadt hotel vienna
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Assisted Conversions: The number of conversions that were assisted by a particular campaign, ad group, or keyword. (not including last click conversions)
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Assists explain contribution
Assists CPA Conversions Cost Keyword
25 $100 10 $1,000 Hotels in vienna
10 $50 10 $500 boutique hotels in vienna
5 $10 20 $200 altstadt hotel vienna
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Typical Search Funnel
Time for a Vacation!
“Hotels in vienna”
“boutique hotels in vienna”
“ambassadoe hotel vienna”
Conversion $$$
ConvertersAssisters
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Introducing: Search Funnels
Master these reports to gain better understanding of your consumers
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AdWords > Tools and Analysis > Conversions > Search Funnels
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4 major insights:Assiste
d
Conversi
ons
Ti
me
Lag
Top
Paths
Pat
hs
to
Conversi
on
Search Funnels
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Time Lag – Longer than we expect
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Path – From impression to Conversion
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Assisted Conversions
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Top Paths
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4 major insights:Assiste
d
Conversi
ons
Ti
me
Lag
Top
Paths
Pat
hs
to
Conversi
on
Search Funnels
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Typical Search Funnel
Time for a Vacation!
“Hotels in vienna”
“boutique hotels in vienna”
“ambassador hotel vienna”
Conversion $$$
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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