AdWords Search Funnels: Going Beyond The Last Click

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Google AdWords Search Funnels presentation by Stefanie Duerr at ad:tech London.

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AdWords Search Funnels: Going Beyond The Last Click

  1. 1. AdWords Search Funnels: Going Beyond the Last Click ad:Tech London - Sept. 21/22, 2010 Stefanie U. Duerr eCommerce Project Manager Google Confidential and Proprietary 1
  2. 2. Agenda 1 Why Multi-Click Attribution? 2 Report Overview 3 Search Funnel Strategies 4 Conclusion Google Confidential and Proprietary 2
  3. 3. Why Multi-Click Attribution? Google Confidential and Proprietary 3
  4. 4. Optimizing to last click performance undervalues assists All the work All the glory Assist Last Click Google Confidential and Proprietary
  5. 5. Understand the complexity of consumers´ conversion paths and start to exploit it 43% of paid search conversions included more than one paid click; multi-click sales have an average basket value of +8%* 70% of advertisers have visibility of the user's path to purchase** 39% of advertisers are using an assist-weighted attribution model as part of their bid management strategy** 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) Confidential and Proprietary Google
  6. 6. A conversion path for “JetWithUs.com” Time for a Conversion vacation! 9/03/09 9/10/09 9/12/09 Holidays in Cheap flights to Barcelona Barcelona JetWithUs. com $ Google Confidential and Proprietary
  7. 7. 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 $155 10 $15.50 Barcelona + 5,000 assists Real Value? Google Confidential and Proprietary
  8. 8. Visibility with Search Funnels Last Clicks Just scratching the surface Deeper visibility and knowledge Assists and Conversion Paths Google Confidential and Proprietary 8
  9. 9. Report Overview Google Confidential and Proprietary 9
  10. 10. AdWords Search Funnels • Reports Google.co.uk search ad click and impression behavior preceding conversions Holidays in Barcelona • “Upper-funnel" keywords Cheap flights to assisting conversions Barcelona • Must be using AdWords Conversion Tracking or Jet with Us importing Google Analytics goals Conversion Google Confidential and Proprietary
  11. 11. AdWords Search Funnels Last Clicks Google Confidential and Proprietary 1 1
  12. 12. AdWords Search Funnels Where they came from How they got there How long it took Google Confidential and Proprietary 1 2
  13. 13. Case Study: Twiddy Google Confidential and Proprietary 1 3
  14. 14. Case Study: Twiddy Google Confidential and Proprietary 1 4
  15. 15. Path Length (Impressions) Google Confidential and Proprietary 1 5
  16. 16. Time Lag (from first impression) Google Confidential and Proprietary 1 6
  17. 17. Top Paths (Clicks) Google Confidential and Proprietary 1 7
  18. 18. Assist Clicks & Impressions Google Confidential and Proprietary 1 8
  19. 19. Search Funnel Strategies Google Confidential and Proprietary 19
  20. 20. Strategy #1 - Visibility Google Confidential and Proprietary
  21. 21. If you have visibility gaps, you may lose users likely, iphone ??????? Google Confidential and Proprietary
  22. 22. Assist Analysis — deeper sense of keyword value Google Confidential and Proprietary
  23. 23. Lever 1: Improve visibility by ensuring a high ad position Google Confidential and Proprietary
  24. 24. Lever 2: Be present during the entire customer purchase cycle Google Confidential and Proprietary
  25. 25. Lever 2: Be present during the entire customer purchase cycle Drop of 6% Google Confidential and Proprietary
  26. 26. Lever 2: Be present during the entire customer purchase cycle Large corresponding drop in the number of assisted conversions Google Confidential and Proprietary
  27. 27. Strategy #2 - Attribution Google Confidential and Proprietary
  28. 28. 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. An alternative attribution model might be more adequate to capture the full value of keywords acting as first touchpoints for later conversions. Google Confidential and Proprietary
  29. 29. Many Attribution Models to Consider Rules- Margin- Even, Time Last Click First Click Split Based Based Linear Decay MCU Decay Discount summer 100% holiday 20% 13% 10% 14% Holidays in Barcelona 20% 13% 15% 7% accommodation 50% Barcelona 20% 13% 20% 10% Cheap Barcelona 20% 25% 32% 20% 13% hotels 75% JetWithUs. 100% 50% 30% 37% com 20% Google Confidential and Proprietary
  30. 30. Ratio re-attribution model Ratio re-attribution Site Avg Assisted Conversions/Last Click Conversions: 0.49 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. Google Confidential and Proprietary
  31. 31. Conclusion Google Confidential and Proprietary 31
  32. 32. 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 shopping habits and thought processes, which we can relate back to our online as well as offline advertising. Beth Hirschhorn, Chief Marketing Officer, MetLife Google Confidential and Proprietary
  33. 33. Executive summary 1. | search Funneland impressionsconverters interact with paid Search clicks uncovers how on Google.co.uk 2. | are usedinto converters preceding the last click which keywords Insights by the conversion path will demonstrate 3. | click will nowconversions value of all keywords - not just the last You prior to see the true Leverage Search Funnel data to maximize visibility by being 4. | always on and showing up in high ad positions 5. | value of assist clicks attribution model might better represent the An assist-weighted prior to a conversion than a last-click attribution model Google Confidential and Proprietary
  34. 34. Thank you! ad:Tech London - Sept. 21/22, 2010 Stefanie U. Duerr eCommerce Program Manager Google Germany GmbH Google Confidential and Proprietary 3 4

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