SMX Israel 2012 - Understanding Search Funnels
•Télécharger en tant que PPTX, PDF•
0 j'aime•479 vues
1) Search funnels provide insights into the multi-step process consumers undergo from initial search to conversion. 2) Key metrics like assisted conversions and time lag reveal that the last click attribution model is often misleading as many conversions involve multiple interactions over time. 3) Analyzing top paths, assisted keywords, and time factors between stages allows optimizing budgets and messaging to better assist consumers at each point in the funnel.
Recommandé
Contenu connexe
En vedette
En vedette (20)
Similaire à SMX Israel 2012 - Understanding Search Funnels
Similaire à SMX Israel 2012 - Understanding Search Funnels (8)
Plus de UM Digital Tel-Aviv
Plus de UM Digital Tel-Aviv (20)
Dernier
Dernier (20)
SMX Israel 2012 - Understanding Search Funnels
- 1. Understanding Search Funnels Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il
- 2. 43% of paid search conversions include more than 1 paid click
- 3. Sample Conversion Journey “boutique Time for a “Hotels in “ambassador Conversion hotels in Vacation! vienna” hotel vienna” $$$ vienna”
- 4. AdWords campaign would show: Keyword Cost Conversions CPA Hotels in vienna $1,000 10 $100 boutique hotels in $500 10 $50 vienna altstadt hotel vienna $200 20 $10
- 5. Assisted Conversions: The number of conversions that were assisted by a particular campaign, ad group, or keyword. (not including last click conversions)
- 6. Assists explain contribution Keyword Cost Conversions CPA Assists Hotels in vienna $1,000 10 $100 25 boutique hotels in $500 10 $50 10 vienna altstadt hotel vienna $200 20 $10 5
- 7. Typical Search Funnel “boutique Time for a “Hotels in “ambassadoe Conversion hotels in Vacation! vienna” hotel vienna” $$$ vienna” Assisters Converters
- 8. Introducing: Search Funnels Master these reports to gain better understanding of your consumers
- 9. AdWords > Tools and Analysis > Conversions > Search Funnels
- 10. 4 major insights: Assisted Conversions Time Lag Search Funnels Top Paths Paths to Conversion
- 11. Time Lag – Longer than we expect
- 12. Path – From impression to Conversion
- 14. Top Paths
- 15. 4 major insights: Assisted Conversions Time Lag Search Funnels Top Paths Paths to Conversion
- 16. Typical Search Funnel “boutique Time for a “Hotels in “ambassador Conversion hotels in Vacation! vienna” hotel vienna” $$$ vienna”
- 17. Takeaways Last Click is misleading in many cases Understand Assists concept & numbers Shift budgets towards assisting keywords Understand the time factor and act accordingly Segment your messages and offers per different stages of the search funnel
- 18. Understanding Search Funnels Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il