Using Google Search Funnels can help companies to improve the performance of their online marketing, one expert has claimed.

Writing for Search Engine Watch, Joseph Kerschbaum said businesses can maximise the efficiency of their pay per click services by using the tool correctly.

"Search Funnels is a set of reports describing click and impression behaviour leading up to a conversion on the Google Search Network," he explained.

According to Mr Kerschbaum, all of the details can be slightly overwhelming at first, but by examining different areas closely, they can boost conversion rates.

There are eight different types of Search Funnel, he added, all providing click-to-conversion rate figures to help users isolate the specific elements of their PPC marketing campaigns that require enhancing.

A post on the Google AdWords blog recently announced new features for the tool, including customisable history windows and a function that only shows completed conversion paths, negating problems created by cookie deletion.

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