If you include the concept of search funnel in your PPC campaign management, then you can get higher profits from your pay per click advertising campaign. Once you decide to use search funnels, then you can grow your AdWords account and this will further help you streamline your PPC account. Ideally, you should have complete knowledge about search funnels because this will surely help you strengthen your Google AdWords account. You can judge the performance of your pay per click advertising campaign by introducing search funnel under your PPC campaign management. After you log on to the AdWords, you can find search funnel under the reporting tab and once you click on that, you can get to know the performance of each of your PPC ads. When you get on to the search funnels, you can easily get the information reports on the following things.

• Overview – Under this report, you can get to know how the keywords and your PPC campaigns work together to bring in the conversion. You can also generate data from the conversion paths or from the sequence of the pay per click ads clicks.  If you are looking for competitive information or content network, then this report will not be of any help to you.
• Top Conversions – Through this report, you can pull together the various types of conversion which have been set up by you through AdWords conversion tracking.
• Assist Clicks and Impressions – If you are looking for data which is not conversion based, then you can find that in this report. Through this report, you can find out various touch point, your pay per click ad had.
• Assisted Conversions – You can see both the last click and the assisted conversion of your pay per click advertising campaign. If you have different types of conversions under your PPC campaign management, then you can make use of this report.
• First Click & Last Click Analysis – If you want to focus on the conversion path, then you can do this by first click and last click analysis report.
• Top Paths – You can see the most common conversion paths under this category. Ideally you should choose keywords from the drop down menu and then you can see the most common path for your keywords.
• Time Lag – Under this pay per click report, you can get to know the time it takes for your customers to convert because when you know that conversion time is more, then you know that your customer is still in the research phase of buying.