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Pay Per Click Assisted Conversions

Wednesday, February 27th, 2013 by James Faulkner

AnalyticsWe love data! Data drives action, as Kev famously once said. Data allows us to make better decisions as well as allowing us to have a greater understanding of what’s going on.  This is particularly true with Paid advertising, where data allows us to use our budget more effectively and gain more impressions, clicks and conversions.

Google AdWords is now rolling out Assisted Conversion data into its pay per click interface providing us with more information to make these information choices within our PPC campaigns.

This critical information shows us how paid search campaigns contribute early in the buying cycle towards a final conversion if this doesn’t happen via a PPC advert. This is a great way of seeing how your paid marketing spend is helping to drive business into your website, particularly if the time it takes someone to first find your site then decide to buy or contact you, is longer than one visit.  Using these reports you can see sales not currently attributed to paid marketing channels but which were assisted by your AdWords spend.

Search Funnels and Assisted Conversions

The Search Funnels and Assisted conversion reports have been under continual development as Google tries to provide greater insight into the full path users take whilst initially researching and then converting on any particular product or service. Previously only visible in Analytics, this is a great new addition to the AdWords reporting options.

The new reporting gives advertisers additional data columns to analyse, showing which specific campaigns contribute towards a sale or lead.

There are a full range of reports to analyse, these include:

  • Assist clicks
  • Assist impressions
  • Click assisted conversions - Recommended
  • Impression assisted conversions
  • Click assisted conversions value
  • Impression assisted conversions value
  • Ratio of Assist clicks to Last clicks
  • Ratio of Assist impressions to Last clicks
  • Ratio of Click-assisted conversions to Last click conversions
  • Ratio of Impression assisted conversions to Last click conversions

Perhaps the most useful is the Click Assisted Conversion report which we highly recommend you use to help manage your PPC campaigns.

What are Click Assisted Conversions

When your PPC campaign is running you will see conversions from your PPC campaigns. However, sometimes, due to the nature of the buying cycle, people don’t convert straight away.  What often happens is that people will find your site via PPC when they are in the research phase of the buying cycle.  They will then go away and look at other sites, find out more information and then make a decision about the product they want to buy.  Theu will then return to your site but not always via a paid advert. They may come to the site via the URL directly or via an Organic search advert.  They then convert. Your PPC campaign has assisted this conversion, as the first visit to your site came from a paid avert. The click assisted conversions show you where PPC played a role in a final conversion but where it wasn’t the final touch on your website where the conversion took place.

Campaign Assisted Value

This will give the most straightforward view of campaigns that are assisting, so that their contribution isn’t overlooked. Particularly problematic if visitors first visit your site on a non brand search and later convert on a branded search!

Understanding the value of specific keywords or campaigns is fundamentally important. By accounting for assisted conversions we can grow volumes and increase return on spend.

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About the author

James Faulkner

James Faulkner

James manages the Paid Search Team at Vertical Leap. He loves the data driven nature of PPC and is passionate about Increasing Return on Ad Spend. His wealth of experience and skills enables him to devise unique strategies across paid search platforms such as Google Adwords, LinkedIn Ads, Bing Ads and Facebook Ads. He also loves his motorbike and his tent. Follow me on Google+