The new reports are all about seeing sales as a process than a one-click act. Google AdWords used to attribute the conversion to the last ad someone clicks before making a conversion. But now insights will be given into the multiple search process and prior interaction with your ads which led to the uccess.
AdWords Search Funnels are a set of reports describing the ad click and impression behavior on Google.com that leads up to a conversion. In addition to a Top Conversions report, Search Funnels consist of 7 reports including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length.
The funnel shows which ads the customers clicked before the ultimate conversion. Here is how itÃ‚â€™s done:
An online vacation service called Flyaway Vacations is running AdWords campaigns for vacation packages in Hawaii. Their ads link to a site where visitors can book any or all parts of a package that
includes flights, a hotel, car rental, and surf lessons. Suppose that on March 10 someone searched for "hawaii vacation" and clicked on an ad for Flyaway's Hawaii package. A click was registered in their
AdWords account. Then, two days later, the same person searched for "flights to hawaii" and saw another ad for Flyaway, but didn't click. An impression was registered in Flyaway's AdWords account. Finally,
three days later, the same person searched one more time, this time for "flyaway hawaii." This time they clicked the ad, visited the site, and purchased the Hawaii vacation package.
Instead of showing only a purchase conversion for the "flyaway hawaii" keyword, Search Funnels will show an assist click for the keyword "hawaii vacation" and an assist impression for the keyword
"flights to hawaii".
The funnel helps track down all the keywords that helped in the conversion. Moreover, it helps identify the non-performing keywords too. It helps with the following:
Path Length: Average number of clicks and impressions prior to conversion.
Time Lag: The amount of time it takes a customer to convert after seeing or clicking on your ads for the first time.
Here are a few setting and conditions that applies:
- You must either have AdWords Conversion Tracking activated or import goals or transactions into AdWords from Google Analytics.
- Search Funnels are available in AdWords account only, not in Google Analytics.
- Data will be shown only for those keywords which show up at least in one conversion path
- This feature is currently limited to ads shown on Google.com and ad impressions/clicks within 30 days of the conversions