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.

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

13. Assisted Conversions

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