Search Funnels
What It Does
A set of reports describing the Google.com search ad click and impression behavior leading up to a conversion. These reports can provide you with data on how your “upper-funnel” keywords assist conversions beyond just the last click.
Why You’d Use It
The data you see in Search Funnels can help you understand how users search for your products before converting so that you can optimize these conversion paths. Increase the efficiency of your AdWords accounts by discovering and prioritizing assisting keywords, ad groups, and campaigns, in addition to those that convert.
Remarketing
What It Does
Remarketing allows you to show ads to users who’ve previously visited your website as they browse the Web.
When you use remarketing, you’ll tag pages of your site that correspond to certain categories you want to promote. For example, you could add a “TV” tag on all of the pages where you sell televisions. You can then create an AdWords campaign to show highly relevant messages (such as ads displaying a special offer on TVs) to people who’ve visted these pages as they browse sites across the Google Content Network.
Why You’d Use It
Remarketing allows you to communicate with people who’ve previously visited key pages on your website, giving you a powerful new way to match the right people with the right message.
When you combine your keyword campaigns with remarketing, you might see higher conversions for your campaigns overall. For example, if you have keywords that you don’t use because you haven’t seen conversions in the past, you can use these keywords to drive traffic to your site, then use remarketing on the Google Content Network to capture incremental conversions from a more qualified set of potential customers.
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