PPC Tuesday – Adwords Segmentation

By Matthew


Today, I will be discussing 9 segments within the Google AdWords campaign tab that you can view data for and make actionable decisions. These 9 segments include:

Network (with Search Partners)
Click TypeDevice
Top vs. Other
+1 Annotations

It is important to note that most of these segments are also available at the ad group, keyword and text ad level, however, for the purpose of this video we’ll just be focusing on the campaign level.

The first option you have is to segment by time where you are able to see how your individual campaigns perform over several time intervals. For example, you can look back over the last 6 months and see how Campaign A has performed each day of the week or how Campaign B’s metrics have changed month to month. This data will tell you when your campaigns perform best and subsequently when they do not. You can then setup day parting for individual campaigns to pause during hours when metrics are poor (ie: cost is too high, not enough conversions, etc) and/or you can increase bids during more profitable hours of the day.

The second option is to segment by conversions, either by conversion action name or conversion tracking purpose. The action name is what you have named your conversions (ie: sale, contact us, email signup, etc) while tracking purpose is how you choose to define your conversion (whether it is a purchase, lead, signup, etc). This segmentation option is especially handy if you are tracking multiple conversions and types. For example, you might find that Campaign A has brought in 20 conversions with 15 being sales and 5 being email signups while Campaign B has recorded 8 sales and 18 email signups. Depending on the conversions and the associated data you see there may be keyword, text ad and targeting updates.

The next two segmentation options deal directly with network types. In other words, you can view data to see how your campaigns are performing on Google’s Search Network, including its Search Partner Network and Google’s Display Network. The first “Network” option you can actually bypass as you only see two of the three networks so for our purposes we’re just going to look at the “Network (with search partners)” option. In the image above you will see data broken out by each network. As a side note each individual campaign should show zeroes for either the Search Network or the Display Network. The reason being is that each campaign should only be targeting one network and thus only have data for one network.

The primary reason to segment by network would be to determine if you should cease showing your ads on the Search Partner network due to poor performance. Because you cannot exclude individual search partners you must exclude the entire network at the campaign level.

The next segmentation option is my personal favorite as you are able to see the data related to your ad extensions. In the image above I can see exactly how many clicks and impressions my product, sitelinks, and offer extensions received as well as my ads’ actual headlines. When call, location, social and dynamic search ad extensions are enabled you can also view the data for these click types. You will most likely find the individual extensions to get poor click-thru-rates, however, this metric is OK if it is lower because extensions help to improve overall headline CTR by taking up more search real estate.

The sixth segmentation option is “Device” where you can see metrics related to each device, including: computers, mobile devices with full browsers and tablets with full browsers. If you have not broken out your campaigns by device type you can see which ones might deem a device specific campaign. For example, Campaign A might be receiving tons of traffic from mobile devices so it would be beneficial to create a campaign geared toward this type of visitor.

“Experiment” is the seventh segment option and will allow you to view results based on your experiments, specifically the control and the actual experiment.

The final two segmentation options are “Top vs. Other” and “+1 Annotations.” “Top vs. Other” segmentation allows you to see how your ads perform when shown above the organic listings and either to the right of or below the organic listings (other). You can view this data for both Google Search and the Search Partner Network.

Finally, “+1 Annotations” lets you see how many people have +1’d your ads both from a personal and basic standpoint.

To conclude, all of the segmentation data within AdWords is valuable and extremely beneficial to review. You might find areas that surprise you and will ultimately help to improve account performance.