Understanding Click Assisted Conversions and Why They’re Important
There have been situations involving AdWords which have left me baffled. A campaign has been acquiring conversions at a steady rate and I’ve wanted to reduce the cost per conversion further, by clearing up a few costly keywords which haven’t converted over a significant period of time. Then over the next few days I’ve noticed a decline in the total number of conversions. Theoretically only the cost per conversion should have dropped, so how on earth has pausing non-converting keywords influenced the total number of conversions?
The answer lies with click assisted conversions. Just because a keyword isn’t generating direct conversions doesn’t mean that it isn’t playing an important role in your campaign. Click assisted conversions help us to identify which keywords (and ads) helped along a sales path without actually closing the deal on the last click leading to the conversion. Let’s say someone carried out the following searches for example –
sports equipment > tennis gear > tennis footwear > tennis shoes > *conversion completed*
Everything prior to this final converting keyword, “tennis shoes”, can be counted as a click assisted conversion and ultimately played its part in helping the completion of the sale. Now, it’s possible that “sports equipment” isn’t going to assist with tennis shoes sales on a regular basis but you can see where “tennis gear” might help to initiate a sales path without closing the conversion. The important thing is to just quickly check this data before pausing a keyword as you might be surprised with your findings.
To check it out for yourself simply go to Columns > Modify columns > Attribution and then add “Click assisted conv.”
I have been managing AdWords accounts for over 8 years now at an international marketing agency level and also as a freelancer. I am very passionate about Google's PPC platform and pretty much anything else that is Google related. My theory in life is to learn something new every day and this community is definitely a good place to do so; I would recommend anyone reading this to stick around as it's an excellent source of information with great people contributing to it.
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