Google has just announced a new feature to AdWords -- Search Funnels. From my preliminary investigation, it's basically a feature to track and measure multiple clicks against sales.
My opinion is that it's going to add a whole new dimension to AdWords campaigning and whilst it's going to make things at little more complicated, open up a raft of new tactics.
You'll enable to develop systems that are optimized for the full purchase processes, from research keywords to price comparison keywords to ready-to- buy keywords, that to date, was tough to integrate. You can actually quantity ROI on chasing non 'buy focused' clicks.
The big letdown is that I don't think it integrated with organic clicks in it's tracking - I'd love to see that included later down the track.
Imagine a work flow like ...
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