Search Funnels in AdWords which was launched back in October 2010 and show how users search for products before converting, now added as a tab in AdWords.
Google today introduce new Search Funnels columns that can simply be added to a campaign, ad group, keyword and ads tabs.
If you've enabled conversion tracking, "you'll be able to see a new section within the column customizer for Search Funnels. This section will allow you to add columns for many common Search Funnels metrics, such as assist clicks, click assisted conversions, and assist impressions," google explains.
Those who've already enabled AdWords conversion tracking can try following some optimization techniques:
- Find keywords that are best at assisting conversions with low conversion rates and a high click-assisted conversions / last-click conversion ratio. "These keywords contribute significant conversion assists, meaning they are important early in the buying cycle as they drive visitors who are still researching your site," Google writes. "Consider setting up automated rules to increase your bids when conversion assists cross a certain threshold. Also, try creating a separate ad group for these keywords with ads that are geared more towards research than immediate purchase," adds Google.
- Pay your assist keywords their fair share by making sure you're not underbidding for keywords with assist clicks. You could be missing conversions if your bid management strategy only accounts for last-click conversions. "Keywords with assist clicks are in the click path of users who eventually convert, so it's important to assign value to these keywords."
- Update your underperforming ads that have impression-assisted conversions and have a strong average position. "These ads were shown to users who eventually converted but who did not click. Entice potential customers to visit your site with stronger call-to-action phrases in your ad creative. You may also want to consider raising your bids on these keywords if your average position is low to ensure that people see your ads," google wrote.
In other related news, Google announced that Enhanced Campaigns in AdWords introduced last week, will begin supporting in DoubleClick Search in the coming weeks to help marketers run effective search campaigns across devices, as well as across channels.
""Enhanced campaigns" let you more easily adjust your ads and bids depending on your customers' location, device, and time of day - all within a single campaign."
Update 02/15: Google's DoubleClick team put together a number of tools available in DoubleClick Search (DS) to help you keep focus on return on investment (ROI).
Chart bid history gives you full transparency into bidding decisions to visually represent your keyword bids over time, and help you better manage to your unique goals.
Bi-directional sync helps you with the changes you make in AdWords or adCenter show up in DoubleClick Search with the click of a button. You can even schedule syncs to automatically occur or repeat. (Now, if only it were this easy in a relationship!)
Display remarketing from search ads lets you "follow up" on search ad clicks and remarket to speciﬁc audiences across ad exchanges, via DoubleClick Bid Manager or the Google Display Network, based on their interaction with your paid search ads.
Landing page testing in DoubleClick Search, split traﬃc between several landing pages and then compare the results to help choose the landing page that delivers the best results.
Formula columns allow you to create your own customized columns directly in the DoubleClick Search interface. Access a wide variety of diﬀerent metrics computed from DoubleClick Search data, or rename columns.
Instant conversions. DoubleClick Search loads instant conversion data from Floodlight in all its reports -- "in addition to the engine performance data we already update in near-real time -- to bring you the freshest, most reliable campaign data. Conversion data in DoubleClick Search is updated automatically throughout the day, minutes after a conversion happens," explins DS team.