Last month Google AdWords introduced Search Funnels columns within their advertising platform by allowing advertising the ability to add such metrics within the AdWords interface. Search Funnels show how searchers conduct queries for products or services before a conversion takes place and allows advertisers to make educated decisions on how to formulate keyword pay-per-click (PPC) campaigns.
Previously advertisers would have to access Search Funnels via Google Analytics to view this information. Google has simplified the optimization process for advertisers by adding Search Funnels columns within the AdWords interface.
To add Search Funnels metrics, select Customize Columns and choose Search Funnels metrics. These metrics are available within the Campaigns, Ad groups, Ads and Keywords tabs. Please note that advertisers must have conversion tracking in place in order to see Search Funnels metrics.
Use these metrics to find out what keywords are best at assisting conversions or are being viewed immediately before a conversion takes place on your website. You can use this information to insure that you are not eliminating keywords that are assisting conversions, and instead choose to decrease your bids on these terms to avoid high costs.