In the second post of this series , we saw how Search Funnels reports help you collect powerful data with regard to how conversions take place. In this concluding post on Search Funnel Reporting, we are going to take a look at answers to some frequently asked questions that will help you better interpret the data to which you now have access."Search Funnels reports show only a subset of all of my keywords." "I notice repeated brand keywords on conversion paths." Awareness of your brand could be driven by other offline / online advertising. Existing users could be searching on your organization's name, like 'Direct Relief', while new users could be searching on generic terms, such as 'earthquake relief'. You can determine which users are driving these brand keywords from Google Analytics. It will help you to know whether new or repeat visitors are converting on your website via branded keywords. Branded keywords may be performing well for your existing services. If you have recently diversified and also started aiding 'old age homes in Armenia' besides what you are known for, such as 'aid for orphans in Armenia', chances are that conversions from your brand name may still be related primarily to aid for orphans. You can set up different conversion paths for different projects you work with. Search Funnels reflect existing keywords, so if you have not invested sufficient keywords in the funnel, you will not see a lot of interesting funnels at work. "How do I optimize my site to make repeat visits more efficient?" Google Website Optimizer ."What is the difference between an Assist Click and an Assist Impression?" "What is the difference between the Assist Clicks and Impressions report and the Assisted Conversions report?" Assist Clicks vs. Click-Assisted Conversions "Am I actually getting more conversions? Should I add Last Click Conversions and Assisted Conversions together?" Google Grants forum to see how other grantees and non-profits are using these reports to better account for their traffic. Check out the AdWords forum to see what other advertisers are asking and talking about with regard to Search Funnels.Part 1 , Part 2 Posted by Reema Prasanna, Hyderabad AdWords Team
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