ophir cohen understanding search funnels

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:

CPAConversionsCostKeyword

$10010$1,000Hotels in vienna

$5010$500boutique hotels in vienna

$1020$200altstadt 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

AssistsCPAConversionsCostKeyword

25$10010$1,000Hotels in vienna

10$5010$500boutique hotels in vienna

5$1020$200altstadt hotel vienna

Typical Search Funnel

Time for a Vacation!

“Hotels in vienna”

“boutique hotels in vienna”

“ambassadoehotel 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:

Assisted Conversions Time Lag

Top Paths Paths to Conversion

Search Funnels

Time Lag – Longer than we expect

Path – From impression to Conversion

Assisted Conversions

Top Paths

4 major insights:

Assisted Conversions Time Lag

Top Paths Paths to Conversion

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