Some buyers are compulsive but most people will actually spend a few days searching different keywords trying to find a deal. To help out Google AdWords has added cross-account conversion tracking with the ability to import conversions directly into AdWords. They have also expanded their counting window to up to 90 days after a click instead of only 30.
Google goes on to explain the benefits below:
- Capture more high-consideration conversions. Many advertisers sell products that customers want to research thoroughly before making a purchase — for example, a new insurance policy or an expensive laptop. Sometimes, conversions for these products may take longer than 30 days to occur. You can now ensure you measure more of these conversions and get a more complete picture of the value of your advertising.
- Measure longer term value of your customers. Some businesses have a goal to drive repeat purchases from recent customers. For these businesses, extending the conversion window means you can now measure more of these repeat purchases and gain insight into the longer term value your advertising drives.
- Discover more upper funnel keywords. By increasing the length of the conversion window, you can discover keywords that play a role much earlier in the conversion funnel, especially if the shopping cycle is long for your customers.
To be able to view long term patterns and get more accurate conversion information it is easy to see how beneficial this really is.
Will you be taking advantage of this newest ability to edit your conversion window in your AdWords tools?