Google Finally Gives Us Another Piece of the Puzzle

Google is set to launch its latest reporting feature in AdWords – Search Funnels. Search Funnels will provide marketers with a glimpse into the search path their customers take before reaching that final point of purchase. The set of new reports describes the keywords and ads that play a role in leading to a conversion.

Currently, AdWords recognizes a conversion as the last click on an ad. This means that advertisers only see the information on the last ad click before conversion. But often times, the last ad is not working alone to get that conversion. Additional keywords and ads assist conversions before the last click. And now, Search Funnels will tell us the story before the last click.

By utilizing the AdWords conversion tracking code, advertisers will be able to see a customer’s search ad history within a 30 day period prior to the conversion. The new reports detail top conversions, assisted conversions, first and last click analysis, time lag and path length.

What are the advantages of knowing this information and how will it be used?

Search Funnels reports will allow advertiser to understand how their keywords are contributing in the path to conversion. By exploring the larger picture of ad impressions and clicks, advertisers can make more thoughtful and strategic optimization decisions thus making our dollars work harder.

Equally important, Search Funnel data may be able to provide insights that could even be utilized in our offline advertising efforts. We will finally be able to see a clearer picture of how our customers search for our products and the overall thought process and length of time it takes to make a conversion. Basically, Google is providing us with the extra piece of the puzzle on the search behaviors of our customers. What’s more valuable than that?

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Funnel Cake photo courtesy of Joe Shlabotnik