2. 43% of paid search conversions
include more than 1 paid click
3. Sample Conversion Journey
“boutique
Time for a “Hotels in “ambassador Conversion
hotels in
Vacation! vienna” hotel vienna” $$$
vienna”
4. AdWords campaign would show:
Keyword Cost Conversions CPA
Hotels in vienna $1,000 10 $100
boutique hotels in
$500 10 $50
vienna
altstadt hotel vienna $200 20 $10
5. Assisted Conversions:
The number of conversions that were assisted
by a particular campaign, ad group, or
keyword. (not including last click conversions)
7. Typical Search Funnel
“boutique
Time for a “Hotels in “ambassadoe Conversion
hotels in
Vacation! vienna” hotel vienna” $$$
vienna”
Assisters Converters
16. Typical Search Funnel
“boutique
Time for a “Hotels in “ambassador Conversion
hotels in
Vacation! vienna” hotel vienna” $$$
vienna”
17. 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