The following blog post is about an investigation of the AdWords search funnel. As part of my bachelor's thesis in the information management course at the University of Applied Sciences in Hanover, which was carried out in collaboration with Aufgesang Online Inbound Marketing , various investigations into conversion paths were carried out. The following investigation will take place in the search funnel sub-area "path length". The data basis is the AdWords search funnel data from various Aufgesang customers. In the course of the investigations, this data is exported from the AdWords interface and summarized, evaluated and visualized using Excel.
General information about the search funnel can be found in this Google video:
Table of contents [ Hide ]
1 Question and objective:
2 Procedure and data collection:
3 Investigation and visualization of the data:
3.1 Results of all customers:
3.2 Results of B2C customers:
3.3 Results of B2B customers:
4 Conclusion:
Question and objective:
When examining search path lengths, it is important to find out which search path length leads to the most conversions, as well as to show the ratio of single-stage search paths to multi-stage ones. B2C customer benin phone number data data and B2B customer data are considered individually and in combination. The aim is, among other things, to find out whether the effort of search funnel analyses and optimizations is worthwhile in relation to the length of a search path.
n order to obtain the most valid data possible, it is necessary to make various settings in the search funnel. First, a random period is selected. This should be one year and be between January 1, 2012 and January 1, 2013. The start and end dates of the study were chosen arbitrarily. The only relevant factor here was the fact that data from a year of continuous search engine advertising was available for each of the selected customers. This meant that seasonal peculiarities such as the Christmas business or the summer slump were equally included in the study.