Understanding Search Funnels       Ophir Cohen, CEO      Universal McCann Search        ophirc@usearch.co.il
43%           of paid search conversionsinclude more than 1 paid click
Sample Conversion Journey                          “boutiqueTime for a   “Hotels in               “ambassador     Conversi...
AdWords campaign would show:       Keyword          Cost     Conversions   CPAHotels in vienna        $1,000       10     ...
Assisted Conversions:The number of conversions that were assistedby a particular campaign, ad group, orkeyword. (not inclu...
Assists explain contribution     Keyword            Cost     Conversions   CPA    AssistsHotels in vienna        $1,000   ...
Typical Search Funnel                          “boutiqueTime for a   “Hotels in               “ambassadoe     Conversion  ...
Introducing: Search FunnelsMaster these reports to gain betterunderstanding of your consumers
AdWords > Tools and Analysis >Conversions > Search Funnels
4 major insights:Assisted Conversions              Time Lag                   Search                   Funnels     Top Pat...
Time Lag – Longer than we expect
Path – From impression to Conversion
Assisted Conversions
Top Paths
4 major insights:Assisted Conversions              Time Lag                   Search                   Funnels     Top Pat...
Typical Search Funnel                          “boutiqueTime for a   “Hotels in               “ambassador     Conversion  ...
TakeawaysLast Click is misleading in many casesUnderstand Assists concept & numbersShift budgets towards assisting keyword...
Understanding Search Funnels       Ophir Cohen, CEO      Universal McCann Search        ophirc@usearch.co.il
Upcoming SlideShare
Loading in...5
×

SMX Israel 2012 - Understanding Search Funnels

458

Published on

The presentation of Ophir Cohen, CEO of Universal McCann Search from the PPC panel at SMX Israel 2012.

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
458
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

SMX Israel 2012 - Understanding Search Funnels

  1. 1. Understanding Search Funnels Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il
  2. 2. 43% of paid search conversionsinclude more than 1 paid click
  3. 3. Sample Conversion Journey “boutiqueTime for a “Hotels in “ambassador Conversion hotels inVacation! vienna” hotel vienna” $$$ vienna”
  4. 4. AdWords campaign would show: Keyword Cost Conversions CPAHotels in vienna $1,000 10 $100boutique hotels in $500 10 $50viennaaltstadt hotel vienna $200 20 $10
  5. 5. Assisted Conversions:The number of conversions that were assistedby a particular campaign, ad group, orkeyword. (not including last click conversions)
  6. 6. Assists explain contribution Keyword Cost Conversions CPA AssistsHotels in vienna $1,000 10 $100 25boutique hotels in $500 10 $50 10viennaaltstadt hotel vienna $200 20 $10 5
  7. 7. Typical Search Funnel “boutiqueTime for a “Hotels in “ambassadoe Conversion hotels inVacation! vienna” hotel vienna” $$$ vienna” Assisters Converters
  8. 8. Introducing: Search FunnelsMaster these reports to gain betterunderstanding of your consumers
  9. 9. AdWords > Tools and Analysis >Conversions > Search Funnels
  10. 10. 4 major insights:Assisted Conversions Time Lag Search Funnels Top Paths Paths to Conversion
  11. 11. Time Lag – Longer than we expect
  12. 12. Path – From impression to Conversion
  13. 13. Assisted Conversions
  14. 14. Top Paths
  15. 15. 4 major insights:Assisted Conversions Time Lag Search Funnels Top Paths Paths to Conversion
  16. 16. Typical Search Funnel “boutiqueTime for a “Hotels in “ambassador Conversion hotels inVacation! vienna” hotel vienna” $$$ vienna”
  17. 17. TakeawaysLast Click is misleading in many casesUnderstand Assists concept & numbersShift budgets towards assisting keywordsUnderstand the time factor and act accordinglySegment your messages and offers per different stages of the searchfunnel
  18. 18. Understanding Search Funnels Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×