A few months ago, Google introduced AdWords Search Funnels reports. These describe click and impression behavior on Google.com that leads up to a conversion, with reports like Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length.
These reports are proving helpful for advertisers that would like a little more brand benefit from search advertising. At SMX Advanced last week, Vic Drabicky of Range Online Media talked with WebProNews a little about this.
Through the search funnel reports, Google shows advertisers more of the branding impact their campaigns are having, he says.
"So now what happens, through that report, you can actually go in and see people who didn’t click on your ad, but just saw the ad," Drabicky explains. "So you’re getting impression value from search now. That’s going to get us a lot closer to a brand value for search."
"I think that’s where a lot of us want to go anyway," he says.
This can contribute to the reduction of "bad marketing" as he puts it. This is basically where advertisers are spending more money than they need to on marketing. Education, he says, is one of the keys to overcoming bad marketing, and Search Funnels can provide some very helpful insight.
Drabicky’s take is that it’s about "breaking down the barriers" between brand and direct response marketing.