How does the consumer get to the website?
AdWords Search Funnels have recently become fully available for Swiss AdWords accounts. This feature in the AdWords account shows which (paid) keywords contributed to a conversion (interaction by a website visitor). Advertisers can now see the paths leading to a conversion and better assess the actual value of keywords.
Before an interaction (quote request, order) takes place, the consumer can consult several websites, most of which they find via search engines. The AdWords Search Funnels show all (paid) assist keywords that the consumer has called up and clicked on up to a conversion. They also document popular keyword chains that have led to a conversion. The AdWords Search Funnels can only be seen if conversion tracking is set up in the AdWords account. A Google video provides detailed information about the new tool: Youtube.com.
What are the benefits of search funnels?
Previously, AdWords Conversion Tracking assigned the conversion to the keyword that was clicked on last. This could lead to incorrect conclusions: During campaign optimization, assist keywords that did not generate a conversion themselves were deactivated. This may have interrupted important search and information paths. Now the assist keywords are known. This makes it possible to use the AdWords budgets even more precisely and thus further optimize the ROI. However, a volume of 500 conversions or more per month is a prerequisite for well-founded conclusions for campaign optimization.
Organic keywords are not included
Unfortunately, the organic assist keywords are not displayed in the search funnels that were used during the conversion process. This limits the informative value of the search funnels because experience shows that search engine users prefer the organic search results to AdWords. The practical relevance of the search funnels would be massively increased by the addition of organic assist keywords.
It is also a pity that the exact keywords and individual keyword chains are not displayed, but only keyword groups and popular keyword chains.
All in all, the search funnels provide us with important new insights for the optimization of AdWords campaigns.
Imre Sinka, dotpulse Webagentur AG, www.dotpulse.ch
What are the benefits of search funnels?
Previously, AdWords Conversion Tracking assigned the conversion to the keyword that was clicked on last. This could lead to incorrect conclusions: During campaign optimization, assist keywords that did not generate a conversion themselves were deactivated. This may have interrupted important search and information paths. Now the assist keywords are known. This makes it possible to use the AdWords budgets even more precisely and thus further optimize the ROI. However, a volume of 500 conversions or more per month is a prerequisite for well-founded conclusions for campaign optimization.
Organic keywords are not included
Unfortunately, the organic assist keywords are not displayed in the search funnels that were used during the conversion process. This limits the informative value of the search funnels because experience shows that search engine users prefer the organic search results to AdWords. The practical relevance of the search funnels would be massively increased by the addition of organic assist keywords.
It is also a pity that the exact keywords and individual keyword chains are not displayed, but only keyword groups and popular keyword chains.
All in all, the search funnels provide us with important new insights for the optimization of AdWords campaigns.
Imre Sinka, dotpulse Webagentur AG, www.dotpulse.ch
