Last week, Google announced that AdWords would be introducing Search Funnels data.
The aim is to show how users search for products before converting, allowing PPC managers to make informed decisions in Adwords and get the most from their campaign.
Google has introduced search funnel columns to add to a campaign, ad group, keyword and ads tabs. The conversion tracking is a particularly helpful new function, allowing users to add columns for many common search funnel metrics such as assist clicks, click assisted conversions and assist impressions.
This means that now PPC managers will be able to see the assisted conversion metric and help ensure they are not missing out on opportunities when optimising keywords.
Basically this now means it is much easier for PPC managers to understand what keywords might lead someone to their site eventually and lead to a conversion, even if it is not the last keyword they search. This paints a picture of the journey a consumer is likely to make to hunt out a service or product.
The news comes shortly after AdWords announced that it would be introducing Enhanced Campaigns, allowing advertisers to target people based on the time of the day, location and device they’re using.
The service enables PPC managers to manage everything in one place rather than working on and comparing several different campaigns.