March 25th, 2010 by Geoff
Google is currently testing Search Funnels, a new reporting feature of Google Adwords. Search Funnels are a set of reports that describe the click and impression behaviour on Google.com that ultimately result in conversions. The difference between this and the current conversion reporting in AdWords is that Search Funnels gives you an insight of how customers interact with your ads before they complete the conversion process.
Taking into account that customers may have conducted multiple searches before conversion, Search Funnels takes into account that the customers may have carried out multiple searches prior to conversion so consists of several reports including Top Conversions Report, Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length.
So what this means is that you get a true reflection of the value of your keywords, ad groups and campaigns. It gives you the ability to understand keywords that were both seen by converters and those that weren’t. You can also identify the average number of clicks and impressions made prior to ad conversion – known as the “Path Length” which is useful for understanding and targeting your returning visitors. You are also able learn about “Time Lag” which is the time it takes for a customer to convert after seeing or clicking on your ads. This is useful to determine a suitable lead time for a seasonal ad campaign and help you get into the mind of the customer
Google are aiming to roll out Search Funnels over the coming weeks. You will find it under the “Conversions” section of your AdWords account’s “Reporting” tab.
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