SMX Israel 2012 - Understanding Search Funnels

Understanding Search Funnels

Ophir Cohen, CEOUniversal McCann Search

[email protected]

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

[email protected]