Google Adwords Search Funnels Reporting, put speculation to rest
April 21st, 2010
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Last month Google released their long anticipated mixed campaign attribution reporting. The reporting functionality goes by several names depending who you’re talking to (or which search engine), but the Adwords team dubbed the new reporting “Search Funnels“. What’s great about this increased transparency? For one, it puts the speculation to rest about the value of those dog campaigns you keep around for branding purposes. Guess what? All those campaigns with zero conversions actually do contribute to assisting other campaigns, and now you can prove it! Read more…
Here’s a quick quiz: what are the easiest keywords to win in both SEO and paid search campaigns? What are the toughest keywords to win in SEO and the most expensive to buy in PPC? This isn’t a trick question and the answers are obvious: your company’s or client’s brand name keywords should always be the easiest to win, and the two or three keyword generic phrases are always the toughest. So why do some SEO’s and PPC campaign managers think last click attribution should give them unearned credit on brand names? Could it be laziness? 
