SMX Israel 2012 - Understanding Search Funnels

  • View
    420

  • Download
    2

Embed Size (px)

DESCRIPTION

The presentation of Ophir Cohen, CEO of Universal McCann Search from the PPC panel at SMX Israel 2012.

Text of SMX Israel 2012 - Understanding Search Funnels

  • 1. Understanding Search Funnels Ophir Cohen, CEOUniversal McCann Searchophirc@usearch.co.il

2. 43% of paid search conversionsinclude more than 1 paid click 3. Sample Conversion JourneyboutiqueTime for a Hotels in ambassador Conversionhotels inVacation! vienna hotel vienna$$$ vienna 4. AdWords campaign would show: KeywordCost Conversions CPAHotels in vienna$1,000 10$100boutique hotels in$500 10$50viennaaltstadt hotel vienna $200 20$10 5. Assisted Conversions:The number of conversions that were assistedby a particular campaign, ad group, orkeyword. (not including last click conversions) 6. Assists explain contribution KeywordCost Conversions CPAAssistsHotels in vienna$1,000 10$100 25boutique hotels in$500 10$5010viennaaltstadt hotel vienna $200 20$105 7. Typical Search FunnelboutiqueTime for a Hotels in ambassadoe Conversionhotels inVacation! vienna hotel vienna$$$ viennaAssisters Converters 8. Introducing: Search FunnelsMaster these reports to gain betterunderstanding of your consumers 9. AdWords > Tools and Analysis >Conversions > Search Funnels 10. 4 major insights:Assisted ConversionsTime Lag Search Funnels Top Paths Paths to Conversion 11. Time Lag Longer than we expect 12. Path From impression to Conversion 13. Assisted Conversions 14. Top Paths 15. 4 major insights:Assisted ConversionsTime Lag Search Funnels Top Paths Paths to Conversion 16. Typical Search FunnelboutiqueTime for a Hotels in ambassador Conversionhotels inVacation! vienna hotel vienna$$$ vienna 17. TakeawaysLast Click is misleading in many casesUnderstand Assists concept & numbersShift budgets towards assisting keywordsUnderstand the time factor and act accordinglySegment your messages and offers per different stages of the searchfunnel 18. Understanding Search Funnels Ophir Cohen, CEOUniversal McCann Searchophirc@usearch.co.il