Google announced yesterday a new beta tool for Adwords called AdWords Search Funnels. The new feature gives advertisers more understanding on the consumer interaction with their search ads during the buying process including the search ads the consumer saw or clicked on before they finally purchased and which keywords have helped drive the transaction.
Currently the data available to advertisers is limited in that you can only find information on the last ad the customer saw and the last ad they clicked on before they made a purchase.
According to Search Engine Land the new feature works by noting when a consumer clicks on an ad in Google which then links their search activity from that click to a particular advertiser for 30 days. Google will then continue to track the consumer after that first click and will note the advertisers keywords and ads that are shown if the consumer were to perform further searches – even if they do not click on an ad. The search funnel report will then generate data if the consumer eventually clicks on the advertiser’s ad once more and then converts in this 30 day window.
Advertisers can only make use of the new feature if they use AdWords conversion tracking codes. Google also provide a video demo of the tool which you can see here.
This information is going to vital for advertisers to gain a better understanding on how their campaigns are performing and as Google put it give a ‘more complete picture of the value of your keywords, ad groups and campaigns’.