AdWords Search Funnels: Going Beyond The Last Click

AdWords Search Funnels:

Google Confidential and Proprietary 1

Going Beyond the Last Clickad:Tech London - Sept. 21/22, 2010

Stefanie U. Duerr

eCommerce Project Manager

Agenda

1 Why Multi-Click Attribution?

2 Report Overview


2

3 Search Funnel Strategies

4 Conclusion

Why Multi-Click Attribution?


Why Multi-Click Attribution?

Optimizing to last click performance undervalues assists

All the work All the glory

Google Confidential and Proprietary

Assist Last Click

Understand the complexity of consumers´ conversion paths and start to exploit it

of paid search conversions included more than one paid click;

multi-click sales have an average basket value of +8%*

43%

of advertisers have visibility of 70%


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)

of advertisers have visibility of the user's path to purchase**

70%

of advertisers are using an assist-weighted attribution model as part of their bid management strategy**

39%

Time for a vacation!

Conversion

$9/12/099/03/09 9/10/09

A conversion path for “JetWithUs.com”


$JetWithUs.com

Holidays in

Barcelona

Cheap flights to

Barcelona

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


Holidays in Barcelona

$155 10 $15.50

Real Value?

+ 5,000 assists

Just scratching the surface

Deeper visibility and knowledge

Last Clicks

Visibility with Search Funnels


Assists and Conversion Paths

Report Overview


Report Overview

AdWords Search Funnels

• Reports Google.co.uk search ad click and impression behavior preceding conversions

• “Upper-funnel" keywords assisting conversions

• Must be using AdWordsConversion Tracking or importing Google Analytics goals Jet with Us

Cheap flights to

Barcelona



importing Google Analytics goals Jet with Us

Conversion


Last Clicks



Where they came from

How they got there


How long it took

Case Study: Twiddy


Case Study: Twiddy


Path Length (Impressions)


Time Lag (from first impression)


Top Paths (Clicks)


Assist Clicks & Impressions


Search Funnel Strategies


Search Funnel Strategies

Strategy #1 - Visibility


If you have visibility gaps, you may lose users


likely, iphone

???????

Assist Analysis — deeper sense of keyword value


Lever 1: Improve visibility by ensuring a high ad position


Lever 2: Be present during the entire customer purchase cycle




Drop of 6%



Large corresponding drop in the number of assisted conversions

Strategy #2 - Attribution


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.

Many Attribution Models to Consider

20% 13% 15% 7%

100%

13% 10% 14%20%

Last Click First ClickEven, Linear

SplitTime

Decay

Rules-Based MCU

Margin-Based Decay


Discount summer holiday


50%

20% 13% 20%10%

20% 13%25% 32%

20%

100%

20%

50%

30% 37%

75%

Cheap Barcelona

hotels

JetWithUs.com

accommodation Barcelona

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.

Conclusion


Conclusion

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


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

Executive summary

Search Funnel uncovers how converters interact with paid search clicks and impressions on Google.co.uk1. |

Insights into the conversion path will demonstrate which keywordsare used by converters preceding the last click

You will now see the true value of all keywords - not just the last click prior to conversions

2. |

3. |


An assist-weighted attribution model might better represent the value of assist clicks prior to a conversion than a last-click attribution model

Leverage Search Funnel data to maximize visibility by being always on and showing up in high ad positions4. |

5. |

Thank you!


Thank you!ad:Tech London - Sept. 21/22, 2010

Stefanie U. Duerr

eCommerce Program Manager Google Germany GmbH

Technology

AdWords Search Funnels: Going Beyond The Last Click