ophir cohen understanding search funnels
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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
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