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Summary:

Google (NSDQ: GOOG) has been beta testing a new conversion reporting tool for AdWords called “search funnels,” which could expand the servic…

Sissie Hsiao, Google

Google (NSDQ: GOOG) has been beta testing a new conversion reporting tool for AdWords called “search funnels,” which could expand the service beyond the direct response ads that the Google ad units are primarily known for. Right now, AdWords only tracksa user’s last click. The new reporting mechanism in the “funnels” shows what placements a user has seen before making the decision to click, Sissie Hsiao, product manager for AdWords’ search funnels told paidContent.

While Hsiao said that while the search funnels are not aimed at attracting the display ad spenders that use Google DoubleClick’s platform, the search giant hopes AdWords will be viewed as more valuable to marketers in general. Google will not charge AdWords users extra for the new reporting data. “We are adding these reports to give advertisers even more insight into the ads their customers interact with during the shopping process before converting on their site,” Hsiao said. “The main goal is the get users to make better, more informed decisions about the keywords, ad groups and campaigns in their AdWords account.”

  1. ‘Funnels’ work best when you are capture everything that flows.

    When you eliminate all display, all views, affiliate, natural search, etc … the data that comes out will be useful to increasing Google’s AdWord business, but not helpful to Brand Advertisers.

    It’s kind of like evaluating your TV buy by making decisions solely on Network results (ABC, CBS, NBC, Fox), while completely ignoring cable.

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