Using Search Funnels To Measure Branded Performance
Last week we touched on the importance of search query reports to measure the value of branded campaigns. Today, we’re going to look at another important feature, search funnels.
AdWords conversions are attributed using a last-click model of attribution. This means that the keyword that was last clicked is given credit for the conversion in AdWords. This model of attribution is misleading because many converters perform multiple searches prior to converting.
Here are detailed definitions of all attribution terms.
Assist clicks: The total number of clicks a keyword received minus the last click conversion.
Assist impressions: The total number of impressions a keyword received minus the impression that lead to a conversion.
Click assisted conversions: The total number of clicks before a conversion.
Impression assisted conversions: The total number of impressions before a conversion.
Click assisted conversion value: The monetary value of the conversions based on the clicks from a specific keyword.
Impression assisted conversion value: The monetary value of the conversions based on the impressions from a specific keyword.
Assist clicks/last clicks: The ratio of assist clicks divided by the total number of last clicks. If the number is greater than 1.0 then the keyword acts more as an assister to a last click.
Assist impressions/last clicks: The ratio of assisted impressions divided by the total of last clicks on this keyword. This number represents a searcher simply seeing the ads leading to more last clicks.
Assist click conversions/last click conversions: The ratio of assist clicks divided by the total number of last click conversions. If the number is greater than 1.0 then the keyword acts more as an assister to a last click conversions.
Assist impression conversions/last click conversion: This is the ratio of assisted impressions divided by the total of last click conversions on a specific keyword. This number represents that a searcher viewing the ads is leading to more last click conversions.
Browse By Category
The 2017 Top 25 Most Influential PPC Experts
After a month of voting, rigorous research and data analysis, we are excited to announce the wildly anticipated list of the Top 25 Most Influential PPC Experts for 2017.
What's Happening in the World of Paid Social? 2017 Insights and Predictions...
In this live webinar, Hanapin’s Mary Hartman and Simply Measured’s Bryan Blackburn join forces to share the insights gained from both Hanapin’s State of Paid Social 2017 and Simply Measured’s 2017 State of Social Report.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Facebook Ads For B2B: Presenting The Right Content At The Right Time
Proper content for an audience is the key to B2B Facebook ad success. Learn tips for creating better B2B ads.
Use AdWords Scripts To Update Negative Placements
In this article, we’ll show you how to use an AdWords script to implement negative Display Network placements.
London Workshops for Account, Agency, and Excel Heroes!
One of the most valuable pieces of the Hero Con experience is our day 3 workshops that dive deep into the topics most relevant to today's PPC marketer.