Procedure and data collection:
Posted: Thu Jan 30, 2025 6:26 am
In order to obtain the most valid data possible, it is necessary to make various settings in the search funnel. First, a random period is selected. This should be one year and be between January 1, 2012 and January 1, 2013. The start and end dates of the study were chosen arbitrarily. The only relevant factor here was the fact that data from a year of continuous search engine advertising was available for each of the selected customers. This meant that seasonal peculiarities such as the Christmas business or the summer slump were equally included in the study.
Furthermore, only conversions with complete search paths are included in the analysis. Incomplete search paths can arise from deleting cookies . These would then be displayed incorrectly and in a shortened bolivia phone number data form. Hiding the incomplete search queries reduces the number of search paths considerably. However, due to the long period of one year, sufficient data remains available.
Furthermore, the study only includes search query paths with clicks. Theoretically, it would also be possible to include search query paths for search queries with impressions in the study. However, these would be less informative, as it would not be possible to determine whether the user actually saw or consciously perceived the AdWords ad.
Finally, customers from both the B2C and B2B sectors were selected. Both studies are carried out for one type of these trading relationships. Search characteristics of the B2C sector are compared with those of the B2B sector. In addition, all customers are considered together in order to be able to make a general statement about the search history. Care was also taken to ensure that each customer had more than 50 multi-stage search paths. Finally, the data is exported in CSV format from the respective AdWords account and imported into Microsoft Excel.
Furthermore, only conversions with complete search paths are included in the analysis. Incomplete search paths can arise from deleting cookies . These would then be displayed incorrectly and in a shortened bolivia phone number data form. Hiding the incomplete search queries reduces the number of search paths considerably. However, due to the long period of one year, sufficient data remains available.
Furthermore, the study only includes search query paths with clicks. Theoretically, it would also be possible to include search query paths for search queries with impressions in the study. However, these would be less informative, as it would not be possible to determine whether the user actually saw or consciously perceived the AdWords ad.
Finally, customers from both the B2C and B2B sectors were selected. Both studies are carried out for one type of these trading relationships. Search characteristics of the B2C sector are compared with those of the B2B sector. In addition, all customers are considered together in order to be able to make a general statement about the search history. Care was also taken to ensure that each customer had more than 50 multi-stage search paths. Finally, the data is exported in CSV format from the respective AdWords account and imported into Microsoft Excel.