Top Banner
Understanding Search Funnels Ophir Cohen, CEO Universal McCann Search [email protected]
18
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Ophir cohen   understanding search funnels

Understanding Search Funnels

Ophir Cohen, CEOUniversal McCann Search

[email protected]

Page 2: Ophir cohen   understanding search funnels

43% of paid search conversions

include more than 1 paid click

Page 3: Ophir cohen   understanding search funnels

Sample Conversion Journey

Time for a Vacation!

“Hotels in vienna”

“boutique hotels in vienna”

“ambassador hotel vienna”

Conversion $$$

Page 4: Ophir cohen   understanding search funnels

AdWords campaign would show:

CPAConversionsCostKeyword

$10010$1,000Hotels in vienna

$5010$500boutique hotels in vienna

$1020$200altstadt hotel vienna

Page 5: Ophir cohen   understanding search funnels

Assisted Conversions:

The number of conversions that were assisted

by a particular campaign, ad group, or

keyword. (not including last click conversions)

Page 6: Ophir cohen   understanding search funnels

Assists explain contribution

AssistsCPAConversionsCostKeyword

25$10010$1,000Hotels in vienna

10$5010$500boutique hotels in vienna

5$1020$200altstadt hotel vienna

Page 7: Ophir cohen   understanding search funnels

Typical Search Funnel

Time for a Vacation!

“Hotels in vienna”

“boutique hotels in vienna”

“ambassadoehotel vienna”

Conversion $$$

ConvertersAssisters

Page 8: Ophir cohen   understanding search funnels

Introducing: Search Funnels

Master these reports to gain better

understanding of your consumers

Page 9: Ophir cohen   understanding search funnels

AdWords > Tools and Analysis >

Conversions > Search Funnels

Page 10: Ophir cohen   understanding search funnels

4 major insights:

Assisted Conversions Time Lag

Top Paths Paths to Conversion

Search Funnels

Page 11: Ophir cohen   understanding search funnels

Time Lag – Longer than we expect

Page 12: Ophir cohen   understanding search funnels

Path – From impression to Conversion

Page 13: Ophir cohen   understanding search funnels

Assisted Conversions

Page 14: Ophir cohen   understanding search funnels

Top Paths

Page 15: Ophir cohen   understanding search funnels

4 major insights:

Assisted Conversions Time Lag

Top Paths Paths to Conversion

Search Funnels

Page 16: Ophir cohen   understanding search funnels

Typical Search Funnel

Time for a Vacation!

“Hotels in vienna”

“boutique hotels in vienna”

“ambassador hotel vienna”

Conversion $$$

Page 17: Ophir cohen   understanding search funnels

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

Page 18: Ophir cohen   understanding search funnels

Understanding Search Funnels

Ophir Cohen, CEOUniversal McCann Search

[email protected]