SMX Israel 2012 - Understanding Search Funnels
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Understanding Search Funnels
Ophir Cohen, CEOUniversal McCann Search
ophirc@usearch.co.il
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 $$$
AdWords campaign would show:
CPA Conversions Cost Keyword
$100 10 $1,000 Hotels in vienna
$50 10 $500 boutique hotels in vienna
$10 20 $200 altstadt hotel vienna
Assisted Conversions: The number of conversions that were assisted by a particular campaign, ad group, or keyword. (not including last click conversions)
Assists explain contribution
Assists CPA Conversions Cost Keyword
25 $100 10 $1,000 Hotels in vienna
10 $50 10 $500 boutique hotels in vienna
5 $10 20 $200 altstadt hotel vienna
Typical Search Funnel
Time for a Vacation!
“Hotels in vienna”
“boutique hotels in vienna”
“ambassadoe hotel vienna”
Conversion $$$
ConvertersAssisters
Introducing: Search Funnels
Master these reports to gain better understanding of your consumers
AdWords > Tools and Analysis > Conversions > Search Funnels
4 major insights:Assiste
d
Conversi
ons
Ti
me
Lag
Top
Paths
Pat
hs
to
Conversi
on
Search Funnels
Time Lag – Longer than we expect
Path – From impression to Conversion
Assisted Conversions
Top Paths
4 major insights:Assiste
d
Conversi
ons
Ti
me
Lag
Top
Paths
Pat
hs
to
Conversi
on
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
Understanding Search Funnels
Ophir Cohen, CEOUniversal McCann Search
ophirc@usearch.co.il
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