Google AdWords Search Funnels presentation by Stefanie Duerr at ad:tech London.

1. AdWords Search Funnels:
Going Beyond the Last Click
ad:Tech London - Sept. 21/22, 2010
Stefanie U. Duerr
eCommerce Project Manager
Google Confidential and Proprietary 1

2. Agenda
1 Why Multi-Click Attribution?
2 Report Overview
3 Search Funnel Strategies
4 Conclusion
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3. Why Multi-Click Attribution?
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4. Optimizing to last click performance undervalues assists
All the work All the glory
Assist Last Click
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5. Understand the complexity of consumers´ conversion
paths and start to exploit it
43% of paid search conversions
included more than one paid click;
multi-click sales have an average
basket value of +8%*
70% of advertisers have visibility of
the user's path to purchase**
39% of advertisers are using an
assist-weighted attribution model as
part of their bid management strategy**
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) Confidential and Proprietary
Google

6. A conversion path for “JetWithUs.com”
Time for a Conversion
vacation!
9/03/09 9/10/09 9/12/09
Holidays
in
Cheap
flights to
Barcelona Barcelona
JetWithUs.
com
$
Google Confidential and Proprietary

7. 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
$155 10 $15.50
Barcelona + 5,000 assists
Real Value?
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8. Visibility with Search Funnels
Last Clicks
Just scratching
the surface
Deeper visibility
and knowledge
Assists and
Conversion Paths
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9. Report Overview
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10. AdWords Search Funnels
• Reports Google.co.uk search ad
click and impression behavior
preceding conversions Holidays in
Barcelona
• “Upper-funnel" keywords Cheap
flights to
assisting conversions Barcelona
• Must be using AdWords
Conversion Tracking or
Jet with Us
importing Google Analytics goals
Conversion
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11. AdWords Search Funnels
Last Clicks
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1

12. AdWords Search Funnels
Where they came from
How they got there
How long it took
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2

13. Case Study: Twiddy
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3

14. Case Study: Twiddy
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15. Path Length (Impressions)
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5

16. Time Lag (from first impression)
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17. Top Paths (Clicks)
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18. Assist Clicks & Impressions
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19. Search Funnel Strategies
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20. Strategy #1 - Visibility
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21. If you have visibility gaps, you may lose users
likely, iphone
???????
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22. Assist Analysis — deeper sense of keyword value
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23. Lever 1: Improve visibility by ensuring a high ad position
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24. Lever 2: Be present during the entire customer purchase
cycle
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25. Lever 2: Be present during the entire customer purchase
cycle
Drop of 6%
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26. Lever 2: Be present during the entire customer purchase
cycle
Large corresponding drop in the number of assisted conversions
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27. Strategy #2 - Attribution
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28. 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.
Google Confidential and Proprietary

29. Many Attribution Models to Consider
Rules- Margin-
Even, Time
Last Click First Click Split Based Based
Linear Decay
MCU Decay
Discount
summer 100%
holiday 20% 13% 10% 14%
Holidays in
Barcelona 20% 13% 15% 7%
accommodation 50%
Barcelona 20% 13% 20%
10%
Cheap
Barcelona 20% 25% 32%
20%
13%
hotels
75%
JetWithUs. 100%
50%
30% 37%
com 20%
Google Confidential and Proprietary

30. 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.
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31. Conclusion
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32. 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
shopping habits and thought processes, which we can
relate back to our online as well as offline advertising.
Beth Hirschhorn, Chief Marketing Officer, MetLife
Google Confidential and Proprietary

33. Executive summary
1. | search Funneland impressionsconverters interact with paid
Search
clicks
uncovers how
on Google.co.uk
2. | are usedinto converters preceding the last click which keywords
Insights
by
the conversion path will demonstrate
3. | click will nowconversions value of all keywords - not just the last
You
prior to
see the true
Leverage Search Funnel data to maximize visibility by being
4. | always on and showing up in high ad positions
5. | value of assist clicks attribution model might better represent the
An assist-weighted
prior to a conversion than a last-click
attribution model
Google Confidential and Proprietary

34. Thank you!
ad:Tech London - Sept. 21/22, 2010
Stefanie U. Duerr
eCommerce Program Manager
Google Germany GmbH Google Confidential and Proprietary 3
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