Take the following two examples:
Search funnel example 1:
Your keyword 'vacation' is getting lots of clicks but no conversions. Using the AdWords Search Funnels Report, you can see if the keyword 'vacation' was the first keyword that was clicked prior to a conversion, or if it helped somewhere along the conversion path. Although you may not have received a direct conversion, you may have helped start one. If you had to pause the keyword 'vacation', you could miss the start of that important conversion funnel. Alternately, you may find that the 'vacation' keyword was not the first keyword that was clicked or did not assist in a conversion, therefore it is probably better to pause it.
You have the keyword 'luxury vacation in' which is getting a fair amount of conversions. By using the AdWords Search Funnels Report, you can see what key phrases were involved before the user converted with this keyword. This can help identify keywords that at first glance may appear to be underperforming, however they are crucial to the conversion funnel.
The AdWords search funnels report consists of:
- Main conversions
- Assist clicks and impressions
- Assisted conversions
- First click analysis
- Last click analysis
- Superior paths
- Delay time
- Path length
Like most Google products and tools, the best way to understand how it can benefit you is to play. There is a wealth of information available to help you become familiar with what your keywords are really doing.
So the next time you have a keyword, ad group, or campaign with lots of clicks, but no conversions, remember to check out the search funnels report before you start selecting keywords. You don't want to go and pause that important keyword! Click here
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