Google recently launched a new AdWords reporting function named AdWords Search Funnels. The AdWords Search Funnel shows you all the keywords that have assisted in conversions made through Google AdWords, instead of just the final one which converts into a sale or lead.
- Search Funnel was being rolled out during April, and should now be functional on all Adwords accounts
So why is the Search Funnel Report such big news in the search industry?
Well up until now, Google Adwords reports only showed you the last keywords that led to a conversion or sale. Searchers follow a thought/ search process which has been found to follow a number of basic patterns, which finally lead to the last keyword which is search, and which makes the conversion or sale.
The research phase comes first. Someone would search for a generic term ‘television’, would find a website research types of product available. In a few days or weeks they would then search more specifically, say for a specific product or model number that they have found in the research phase. The searcher will then search the specific product, find your site and complete the conversion or sale. In the Search Funnels report Google will show you that the keyword ‘television’ was not attributed to the final conversion or sale, but did assist the searched reaching the keyword that finally converted.
Google are keen to deliver multi-attribution analysis across Google PPC keyword events, and The Search Funnel Report is latest step towards achieving this goal.
