A new keyword 'conversion' metric was introduced to our bid management interface - keyword assists!

It's a well known fact that searchers go through different patterns of behavior before they purchase. They may go between different search engines, using organic and/or paid listings and changing the type of search query depending on the intent of the user.

Previously, reporting has been focussed on the converting keywords or last referring keywords to the sale.

Now, as well as the direct conversion data (%, roi, etc), we can now also see which keywords did not directly result in a sale, but assisted in the 'awareness/decision' process. Arguably, these terms should be weighted in the keyword bidding strategy.

For example, a searcher starts by looking for 'mens clothes'. A few advertisers are viewed and nothing more is done. The following day, they search for 'red jumpers', as they've done more research and have a clearer idea of what they need, and go on to buy from your site. With the previous reporting, all the credit would go to 'red jumpers' and no mention that 'mens clothes' was an important part of the buying journey.

This should help with the age old problem of the brand name of your advertiser. Usually this is the first entry point for the customers of that brand. However, if it isn't the first entry point, but yet is drives conversion, as it usually does, then the brand terms usually get all the credit - and sometimes, unnecessarily so!

Key point is, don't be too short sighted when bidding on conversion terms, searches are done by people, and people use a variety of terms for a variety of situations!