Search Funnel Analysis
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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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Search Funnel Analysis
- 1. Google Confidential and Proprietary 1 Search Funnels Conversion Analysis Beyond Just The Last Click Nguyen Quang Dong – Senior Project Manager
- 2. 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
- 3. Google Confidential and Proprietary 3 Index 1 What are Search Funnels 2 What Search Funnels can do for You 3 How to get started
- 4. Google Confidential and Proprietary 4 Last- Converting Clicks What are Search Funnels
- 5. 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 What impressions and clicks led to conversions?
- 6. Google Confidential and Proprietary 6 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
- 7. Google Confidential and Proprietary 7 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
- 8. Google Confidential and Proprietary What Search Funnels can do for you
- 9. 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…
- 10. 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 search Conversion Let’s work backwards Let’s look at an example: Sample Search Funnels Path – JetWithUs.com
- 11. 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
- 12. Google Confidential and Proprietary
- 13. Google Confidential and Proprietary Assist Clicks And Impressions 13 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.
- 14. 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
- 15. Google Confidential and Proprietary Top Paths 15 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
- 16. Google Confidential and Proprietary 16 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 conversion Different paths to the same keyword conversion Top Paths, cont’d
- 17. Google Confidential and Proprietary Path Length 17 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.
- 18. Google Confidential and Proprietary Path Length, cont’d 18 Different conversions have different path length histograms Different conversions have different path length histograms
- 19. Google Confidential and Proprietary 19 Last- Converting Clicks How do I get started?
- 20. Google Confidential and Proprietary It all starts with AdWords Conversion Tracking Once you implement Conversion Tracking, Search Funnels reports will automatically populate
- 21. Google Confidential and Proprietary Thank You! 21
Notes de l'éditeur
- Now, with Search Funnels data, you can expect to see: The impact of search in the brand-building process T he interplay of brand and generic keywords across the search purchase funnel The impact of upper-funnel ad impressions and clicks on conversions A time and latency analysis of funnel paths *Search Funnels is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
- The issue: Conversions in AdWords are attributed to the last ad clicked before the conversion. Advertisers wish to: gauge the true value of keywords by understanding how they behave in paths leading to conversion. find out whether generic, long tail keywords actually contributed to conversions occurring from a branded keyword search.
- Now, with Search Funnels data, you can expect to see: The impact of search in the brand-building process T he interplay of brand and generic keywords across the search purchase funnel The impact of upper-funnel ad impressions and clicks on conversions A time and latency analysis of funnel paths *Search Funnels is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
- Here you can see that Air hotel packages actually assisted – it was searched prior to the last click conversion. *Search Funnels is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
- Here you can see that Air hotel packages actually assisted – it was searched prior to the last click conversion. *Search Funnels is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
- These are CPA calculations. If the cost of the keyword Jetwithus is $3400 and it brings in 16,000 conversions, it ’ s cost per acquisition is $.21, which is low. Air hotel packages costs ony $155, but it only is attributed to 10 conversions, thus it ’ s CPA is $15.50. However, if you account for the fact that it assisted on 1000 conversions, then that CPA decreases. For example, you can say an assist is worth a half a conversion on average. (That ’ s a nominal figure that is up to the advertiser). For instance, say, an assist is worth half a conversion. Then air hotel packages was worth 510 conversions. At $155, that ’ s a $.30 CPA.
- These are CPA calculations. If the cost of the keyword Jetwithus is $3400 and it brings in 16,000 conversions, it ’ s cost per acquisition is $.21, which is low. Air hotel packages costs ony $155, but it only is attributed to 10 conversions, thus it ’ s CPA is $15.50. However, if you account for the fact that it assisted on 1000 conversions, then that CPA decreases. For example, you can say an assist is worth a half a conversion on average. (That ’ s a nominal figure that is up to the advertiser). For instance, say, an assist is worth half a conversion. Then air hotel packages was worth 510 conversions. At $155, that ’ s a $.30 CPA.
- Ads/Keywords/Campaigns that were shown and/or clicked leading up conversion You could use this report to derive hypotheses to test -- e.g. investing more in competitor keywords or adjusting creatives/landing pages to directly target comparison shoppers. Other takeaways --what ’s the branding effect of assist impressions? --is bidding for position effective? Look at assist impressions. *Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
- Ads/Keywords/Campaigns that were shown and/or clicked leading up conversion You could use this report to derive hypotheses to test -- e.g. investing more in competitor keywords or adjusting creatives/landing pages to directly target comparison shoppers. Other takeaways --what ’s the branding effect of assist impressions? --is bidding for position effective? Look at assist impressions. *Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
- Other takeaway: -- Average Order Values Conversions are not equally valuable and more expensive purchases may take longer to convert. The Path Length report also reports on Revenue share per path-length, which tells you whether conversions with longer paths result in higher valued orders. In order to see Revenue show up properly you need to pass conversion values into the AdWords Conversion Tracking tag. *Search Funnel is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)
- Here ’s a second path length, for a different conversion. You can see that each conversion’s histogram will be unique. Understanding it can help you form expectations as well as experiments when adding new keywords or doing other marketing.
- Now, with Search Funnels data, you can expect to see: The impact of search in the brand-building process T he interplay of brand and generic keywords across the search purchase funnel The impact of upper-funnel ad impressions and clicks on conversions A time and latency analysis of funnel paths *Search Funnels is a confidential beta. Please keep these slides confidential, per the AdWords Terms and Conditions (all beta participants agree to keep beta confidential)