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BizReport : Advertising archives : March 24, 2010

Google introduces 'search funnels' reporting feature for AdWords

Google has launched a new AdWords reporting feature that it says will enable advertisers to make better, more informed keyword, ad group and campaign decisions.

by Helen Leggatt

Called "search funnels" the new conversion reporting tool gives advertisers more insight into consumer interaction with ads during the shopping process.

Instead of providing information based only on the last keyword that assisted in a conversion to action or purchase, a batch of 7 reports will give advertisers insight into the ad click and impression behavior that leads up to that conversion. Reports include assisted conversion, time lag, path length and first/last click analysis.

Beth Hirschhorn, CMO of insurance firm MetLife, with whom Google have been testing search funnels, found the feature useful. "Search Funnel enables us to create a better experience for our customers by helping us understand how they search for our products. It is an important tool to help de-code consumer shopping habits and thought processes, which we can relate back to our online as well as offline advertising."

Only advertisers who make use of the AdWords conversion tracking code will see tracking reports, notes SearchEngineLand.

Tags: AdWords, campaign planning, click conversion, Google, keyword analysis, reporting tools, search funnels

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