Another dimension in Search Funnels
The launch of Adwords Search Funnels in March of last year was exciting news for many PPC managers. Basically it provides insight into the journeys some of your customers took prior to converting but there is so much more insights available from this tool:
- Understanding the full role played by non brand terms (yes they drove x sales, but how many brand sales were borne of clicks on these non brand terms?)
- How many days your users are in the search market prior to converting and how many PPC touchpoints do we have available to influence these users?
Even though Search Funnels offers these insights for journeys within PPC only, the data we unearthed was critical to the management of our accounts. Not surprising when you learn that the non brand areas of one of our hotel clients contributed to 30% more bookings than originally thought (in the absence of Search Funnels).
Well now Google are on the cusp of providing another piece of the user journey puzzle - Multi Channel Funnels are in pilot. This fantastic addition would ultimately enable us to understand the above insights across all online channels, answering questions like: - How do our PPC and SEO efforts interact? - Can we map journeys across mediums and what are the keyword points?