A well-optimized search engine marketing campaign will trigger unique ads and landing pages for each stage of the buying funnel.
Customers in early awareness and research stages will see ads and landing pages tailored for their stage while customers whose search queries suggest strong buying intent will see ads and landing pages optimized for their needs.
Using search engine advertisements designed for each stage of the buying funnel increases the relevancy of your ads and helps you effectively transition customers from one stage to the next.
A recent innovation in search engine advertising allows companies to measure the path their customers take on search engines prior to converting.
It’s called AdWords search funnel and it reports ad click data and impression behavior leading up to a conversion on your website.
This useful data helps your company get a more complete picture of how your customers search for your products. Search funnels allow search marketers to look beyond last click attribution.
Measuring the exact keywords that lead to conversions and understanding the early stage research keywords that lead to deeper buying funnel progress, such as a repeat search for more information or a conversion, helps you optimize your campaigns and understand what keywords and processes activate customers for conversions.
Additionally, you can utilize two search funnel specific reports called “Path Length” and “Time Lag” to add useful dimensions to your search funnel reports.
Path Length reports the average number of clicks and impressions prior to a conversion. This data helps you measure and analyze repeat searches and visitors.
Time Lag reports the amount of time it takes your customer to convert after they first saw your search engine advertisement. This data can help you discover the appropriate amount of lead time needed for campaigns.
Search funnels are a fully released feature of AdWords. Once you’ve enabled conversion tracking, you can begin collecting data and analyzing the path of your customers.