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Giới thiệu Search Funnel report - Dạng báo cáo rất hữu ích đối với việc tối ưu conversion rate trên từ khóa.
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Google Confidential and Proprietary 1
Search FunnelsConversion Analysis Beyond Just The Last Click
Nguyen Quang Dong – Senior Project Manager
Google Confidential and Proprietary
Executive Summary
• Search Funnels is a new set of reports available to Adwords Conversion Tracking customers
• It uncovers how converters interact with paid search clicks and search impressions on Google.com
• Search Funnels insights will demonstrate which keywords are used by converters preceding last click
• You will now see the true value of all keywords, not just the last click prior to conversions
Google Confidential and Proprietary
3
Index
1What are Search Funnels
2What Search Funnels can do for You
3How to get started
Google Confidential and Proprietary4
Last-Converting
Clicks
What are Search Funnels
Google Confidential and Proprietary
Last Click Doesn’t Tell the Full Story
Conversions
Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords
Before converting, users do multiple searches and are exposed to many of your AdWords ads and keywords
What impressions and clicks led to conversions?What impressions and clicks led to conversions?
Google Confidential and Proprietary6
Last-Converting
Clicks
Now, you can see more!
AdWords Search Funnels are a set of reports describing the Google.com search ad click and impression behavior leading up to a conversion
Adwords Conversion Tracking is Required
Google Confidential and Proprietary7
In the Search Funnels reports, you can now see:
• Upper funnel clicks and impressions* that occur prior to last clicks that drive conversions
• Average length and duration of conversion paths
• How keywords, ad text and campaigns assist each other prior to conversion
*impression data only available from Google
Search Funnels will Uncover New Insights
Google Confidential and Proprietary
What Search Funnels can do for you
Google Confidential and Proprietary
Sample Search Funnels Path – JetWithUs.com
keyword cost Conversions Cpa
JetWithUs $3400 16,000 $0.21
Air hotel packages $155 10 $15.50
May not be capturing full value
Last Click may not tell the whole story…
Google Confidential and Proprietary
Last click conversion
3/11
'Air hotel packages'
3/17
'JetWithUs.com flights'
3/24
'Hotel flight''Soho New York hotels'
3/26
'JetWithUs'
Search Funnels: keywords and dates of searchConversion
Let’s work backwards
Let’s look at an example:Sample Search Funnels Path – JetWithUs.com
Google Confidential and Proprietary
keyword cost Conversions Cpa
JetWithUs $3400 16,000 $0.21
Air hotel packages $155 10 $15.50
By taking assists into account, the CPA should be lowered.
Last Click may not tell the whole story…
+ 1000 assists
Sample Search Funnels Path – JetWithUs.com
Google Confidential and Proprietary
Google Confidential and Proprietary
Assist Clicks And Impressions
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Performance based on how many assisting clicks and impressions there are for each keyword, ad
group, or campaign.
Performance based on how many assisting clicks and impressions there are for each keyword, ad
group, or campaign.
Google Confidential and Proprietary
14
Benefit: identify campaigns contributing to conversions and then adjust bidding. Or expand into similar keywords that contribute assists
Benefit: identify campaigns contributing to conversions and then adjust bidding. Or expand into similar keywords that contribute assists
Assist Clicks And Impressions, cont’d
Google Confidential and Proprietary
Top Paths
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Shows the sequence of Keywords/Ad Groups/Campaigns that were clicked or shown
(impressions) leading up to conversion
Shows the sequence of Keywords/Ad Groups/Campaigns that were clicked or shown
(impressions) leading up to conversion
Google Confidential and Proprietary
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Benefit: identify how brand terms compare to and interact with non-brand Ad Groups, and see if an Ad Group contributes to conversions before the last click
Benefit: identify how brand terms compare to and interact with non-brand Ad Groups, and see if an Ad Group contributes to conversions before the last click
Different paths to the same keyword conversionDifferent paths to the same keyword conversion
Top Paths, cont’d
Google Confidential and Proprietary
Path Length
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What amount of impressions/clicks occurred before conversion/revenue?
What amount of impressions/clicks occurred before conversion/revenue?
Benefit: understand your funnel. Gauge the efficiency of the flow from ad click or impression to conversion, and work to shorten a consumer’s path to your conversion.
Benefit: understand your funnel. Gauge the efficiency of the flow from ad click or impression to conversion, and work to shorten a consumer’s path to your conversion.
Google Confidential and Proprietary
Path Length, cont’d
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Different conversions have different path length histograms
Different conversions have different path length histograms
Google Confidential and Proprietary19
Last-Converting
Clicks
How do I get started?
Google Confidential and Proprietary
It all starts with AdWords Conversion Tracking
Once you implement Conversion Tracking,Search Funnels reports will automatically populate
Google Confidential and Proprietary
Thank You!
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