Skip to Content

Search Funnels Data Coming to Adwords.

The author

Matt Buckley

PPC Manager

Google has recently announced a new feature in Adwords - the inclusion of a Search Funnel column. This will allow advertisers to see, at a glance, how many conversions a certain Campaign, Adgroup or Keyword has assisted in - rather than just the conversions it was directly responsible for.

Google has recently announced a new feature in Adwords - the inclusion of a Search Funnel column.

This will allow advertisers to see, at a glance, how many conversions a certain Campaign, Adgroup or Keyword has assisted in - rather than just the conversions it was directly responsible for.

The current Adwords model has a disconnect between the keywords that drive the first click and the keywords that convert.

By just looking at Adwords data, it would be easy to reduce bids on an area that appeared to be underperforming. However, if this area actually drove the first click in the sales process – you would see a drop off in overall conversions and have no real understanding of why this had happened.

While some of this data can naturally be pulled from Analytics, this update now brings it all into Adwords, in an easy to access way:

A couple of the suggested uses for this data

Uncovering keywords that are good at assisting conversions:

Some keywords in your account could be driving traffic to your website that later comes back and purchases. This is particularly relevant for those advertisers who work in an industry where customers spend a lot of time in the research phase (holidays, cars etc) and then will come back through brand to convert.

Make more informed bid adjustments:

This data will enable advertisers to take more informed decisions on those underperforming areas of the campaign. Potentially increase bids on keywords that drive conversions further down the line and reduce bids for underperformers.   As long as you have conversion tracking enabled, this feature should be available in your accounts in the next few days.