CONVERSION ATTRIBUTION is one of the hottest topics amongst online marketers. Up until now, conversions in AdWords™have been attributed only to the last ad clicked before the conversion happened. Advertisers have told us they want to see more than this so they can better gauge the value of keywords by understanding how they behave in paths leading to conversion.
A new set of reports called Search Funnels is available in your AdWords account in the “Conversions” section under the Reporting tab to allow you to do just that. We’ve added these reports to give you even more insight into the ads customers interact with during their shopping process before converting on your site. To see data in these reports, you’ll need to track conversions with AdWords Conversion Tracking, or import goals or transactions into AdWords from Google Analytics.
What are Search Funnels?
It’s likely that customers perform multiple searches prior to finally converting. AdWords Search Funnels is a set of reports describing the Google.com search ad click and impression behavior leading up to a conversion. These reports provide data on how “upper-funnel” keywords behave on the conversion path prior to the last ad click. In addition to a Top Conversions report, Search Funnels consists of 7 reports including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length.
Why are Search Funnels useful?
Testing the value of assist clicks and impressions is important for evaluating your keywords. And, understanding how consumers find the information they are looking for can help you get it to them more efficiently. With Search Funnel data, you can see the patterns of keywords people use to search before they convert and eliminate the guesswork in knowing which of your keywords are “upper funnel” and seen by the user as they research. You can also view your keywords from a portfolio perspective, comparing the contribution of different ad groups, such as generic and brand keywords, and allocating your budget to what’s working. Assist information is an additional data point you can use when making these strategic budgeting decisions, from the campaign level down to the keyword level. Search Funnels also show the average number of clicks and impressions prior to conversion (“Path Length”), and amount of time it takes a customer to convert (“Time Lag”) after seeing or clicking on your ads for the first time. These breakdowns can help you understand customers’ behavior and create strategies around that information. For instance, Time Lag can help you determine lead time for seasonal campaigns and Path Length can help you understand and target repeat visitors.
Here you can see that ‘tshirt’ actually assisted the conversion – it was searched prior to the last click conversion.
If the cost of the keyword ‘Google Store’ is £3400 and it brings in 16,000 conversions, its cost per acquisition is £0.21, which is low.
‘tshirt’ costs only £155, but it only is attributed to 10 conversions, thus its CPA is £15.50. However, if you account for the fact that it assisted in 1000 conversions, then that CPA decreases. For example, you can say an assist is worth a half a conversion on average.
For instance, if an assist is worth half a conversion, then ‘air hotel packages’ was worth 510 conversions. At £155, that’s a £0.30 CPA.
How do I get started?
To see data in these reports, you’ll need to track conversions with AdWords Conversion Tracking or import goals or transactions into AdWords from Google Analytics. By enabling conversion tracking, in addition to Search Funnels, you’ll also be able to use Conversion Optimiser within AdWords.
Peter Fitzgerald, Director of Retail, Google UK
For more information on Google conversion products and to keep up to date with the latest tips and product developments, stay tuned to theConversion Room blog