adwords search funnels: going beyond the last click
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Google AdWords Search Funnels presentation by Stefanie Duerr at ad:tech London.TRANSCRIPT
AdWords Search Funnels:
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Going Beyond the Last Clickad:Tech London - Sept. 21/22, 2010
Stefanie U. Duerr
eCommerce Project Manager
Agenda
1 Why Multi-Click Attribution?
2 Report Overview
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2
3 Search Funnel Strategies
4 Conclusion
Why Multi-Click Attribution?
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Why Multi-Click Attribution?
Optimizing to last click performance undervalues assists
All the work All the glory
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Assist Last Click
Understand the complexity of consumers´ conversion paths and start to exploit it
of paid search conversions included more than one paid click;
multi-click sales have an average basket value of +8%*
43%
of advertisers have visibility of 70%
Google Confidential and Proprietary
Source: * td Search paid search clicks data for May 2009 conversions**Google survey of 37 major UK Retail, Travel, and Finance advertisers (April/May 2009)
of advertisers have visibility of the user's path to purchase**
70%
of advertisers are using an assist-weighted attribution model as part of their bid management strategy**
39%
Time for a vacation!
Conversion
$9/12/099/03/09 9/10/09
A conversion path for “JetWithUs.com”
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$JetWithUs.com
Holidays in
Barcelona
Cheap flights to
Barcelona
A conversion path for “JetWithUs.com”
Last Click may not tell the whole story…
Keyword Cost Conversions CPA
Jet With Us $3,400 16,000 $0.21
Holidays in
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Holidays in Barcelona
$155 10 $15.50
Real Value?
+ 5,000 assists
Just scratching the surface
Deeper visibility and knowledge
Last Clicks
Visibility with Search Funnels
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Assists and Conversion Paths
Report Overview
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Report Overview
AdWords Search Funnels
• Reports Google.co.uk search ad click and impression behavior preceding conversions
• “Upper-funnel" keywords assisting conversions
• Must be using AdWordsConversion Tracking or importing Google Analytics goals Jet with Us
Cheap flights to
Barcelona
Holidays in Barcelona
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importing Google Analytics goals Jet with Us
Conversion
AdWords Search Funnels
Last Clicks
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AdWords Search Funnels
Where they came from
How they got there
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How long it took
Case Study: Twiddy
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Case Study: Twiddy
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Path Length (Impressions)
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Time Lag (from first impression)
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Top Paths (Clicks)
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Assist Clicks & Impressions
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Search Funnel Strategies
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Search Funnel Strategies
Strategy #1 - Visibility
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If you have visibility gaps, you may lose users
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likely, iphone
???????
Assist Analysis — deeper sense of keyword value
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Lever 1: Improve visibility by ensuring a high ad position
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Lever 2: Be present during the entire customer purchase cycle
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Lever 2: Be present during the entire customer purchase cycle
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Drop of 6%
Lever 2: Be present during the entire customer purchase cycle
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Large corresponding drop in the number of assisted conversions
Strategy #2 - Attribution
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Attribution modelling
Some keywords have a higher assist value than other keywords regarding generating last click conversions.
Analyzing the performance of keywords from a last click perspective undervalues the contribution of these assist keywords.
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An alternative attribution model might be more adequate to capture the full value of keywords acting as first touchpoints for later conversions.
Many Attribution Models to Consider
20% 13% 15% 7%
100%
13% 10% 14%20%
Last Click First ClickEven, Linear
SplitTime
Decay
Rules-Based MCU
Margin-Based Decay
Holidays in Barcelona
Discount summer holiday
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50%
20% 13% 20%10%
20% 13%25% 32%
20%
100%
20%
50%
30% 37%
75%
Cheap Barcelona
hotels
JetWithUs.com
accommodation Barcelona
Ratio re-attribution model
Ratio re-attribution
Site Avg Assisted Conversions/Last Click Conversions: 0.49
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Assist-weighted Conversions =
= 937 + ( 0.41 – 0.49 ) * 937
= 862
• Keywords with higher ratios of assist-to-last than the site average get reapportioned credit from keywords that have lower ratios of assist-to-last.
• After re-attribution generic keywords typically receive more credit, whereas brand terms receive less credit.
Conclusion
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Conclusion
New data points
Search Funnel enables us to create a better experience for our customers by helping us understand how they search for our products. It is an important tool to help de-code consumer
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products. It is an important tool to help de-code consumer shopping habits and thought processes, which we can relate back to our online as well as offline advertising.
Beth Hirschhorn, Chief Marketing Officer, MetLife
Executive summary
Search Funnel uncovers how converters interact with paid search clicks and impressions on Google.co.uk1. |
Insights into the conversion path will demonstrate which keywordsare used by converters preceding the last click
You will now see the true value of all keywords - not just the last click prior to conversions
2. |
3. |
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An assist-weighted attribution model might better represent the value of assist clicks prior to a conversion than a last-click attribution model
Leverage Search Funnel data to maximize visibility by being always on and showing up in high ad positions4. |
5. |
Thank you!
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Thank you!ad:Tech London - Sept. 21/22, 2010
Stefanie U. Duerr
eCommerce Program Manager Google Germany GmbH