Your AdWords interface is always changing, as Google keeps adding more targeting options. Problem is, the current interface reporting platform can be confusing to downright deceptive. See how to use segmentation to get the real story on your performance.

1. Unlock the
Magic of Segmentation
Seattle Search Network
@blastam
Using just the AdWords Interface!
@amyppc

2. Use the Magic of Segmentation to:
Segmentation

3. Use the Magic of Segmentation to:
Expertly solve problems
Swiftly achieve
extraordinary results
Become deeply knowledgeable
about your account
Segmentation

5. There is no
perfect Pepsi,
only perfect Pepsis.
-Howard Moskowitz

6. verb
to “slice and dice” into
meaningful, actionable
groups
noun
a meaningful,
actionable market or
data set
Magical segments are
meaningful and actionable.
Segmentation
We’ll use “segment” to mean:

7. Don’t be Fooled
by Randomness!

8. Segmentation
Meaningful segments have similar:
Meaningful segmentation teaches us:
about our audience
about our account
market segments
wants
needs
demand characteristics
data segments
behavior
settings requirements

9. 0
175
350
525
700
u s h w p d f m b t e k g l a c i r q n o v j y x z
$19 $22
$51
$22 $32 $22 $25 $24
$49
$33 $23
$106
$62
$35
$71 $59
$29
$45
$14
$42 $32 $38
$95
$126
$0 $0
CPL
Leads
Segmentation
Search Terms: Alphabetically

10. Segmentation
How to Daypart according to the internet:

11. Segmentation
Actionable segmentation allows us to make
improvements to our account based on
what we’ve learned.
Thanks a lot, tablets.

12. Segmentation
How actionable is population data?

13. Implement & Take Action
Optimize Performance
Segment & Analyze Data
Segmentation
There’s a lot we can do with meaningful,
actionable segments

14. Segmentation
There’s a lot we can do with meaningful,
actionable segments
Doing
Growth
Learning
+
=

15. Analysis:
What can we learn from
our data?
Analysis

16. Analysis
9 leads from this location extension? Wow!
Apply Segment
Segments help tell the whole story
Oh! It’s actually 0 leads....

17. segment
button
dimensions
tab
tools
reportsdisplay
tab
settings
structure
audience date range
columns

18. Analysis
Any screen gives you multiple ways to view data

19. Analysis
Most segments can be instantly applied

20. Analysis
Find Out:
How can we unlock secret
segments?

21. Analysis
These segments can be yours once you add them
Household Income
Universities
Airports
Central Commercial Areas

22. Analysis
From “Settings” Tab...
Be sure to save!

23. Find Out:
What can we learn about our
customers?
Analysis

24. Analysis
What are our customers looking for?
Dimensions: Search Terms

25. Analysis
How quickly do they take action?
Tools: Time lag

26. Analysis
What actions are our visitors taking?
Segment: Conversion name or category

27. Analysis
What actions are our visitors taking?
Segment: Click Type

28. Analysis
What actions are our visitors taking?
Dimensions: Call Details

29. Analysis
What actions are our visitors taking?
Segment: View Type

30. Analysis
Who are we reaching?
Display Tab: Demographics (Use with caution)

31. Find Out:
What can we learn about
ourselves?
Analysis

32. Analysis
Are we consistent in our application of Settings?
Dimensions: Campaign Details, Ad Group Details

33. Analysis
What’s impacting our performance?
Dimensions: Top Movers

34. Analysis
Does SERP location matter?
Dimensions: Top v Other

35. Analysis
Is PPC cannibalizing organic?
Dimensions: Paid & Organic

36. Analysis
How are our ad extensions actually performing?
Segment: This extension v other

37. Analysis
How are our experiments doing?
Segment: Experiment

38. Analysis
How is Anything doing (wild card)?
Dimensions: Labels

39. Implementation:
How do we use what we
learned to take action?
Implementation

40. Implementation
How do keywords perform against specific ads?
Segment: Keyword / Placement

41. Try This:
Adjust Network Targeting
by Performance
Implementation

42. Implementation
How do campaigns perform across networks?
Segment: Networks

43. Implementation
Tighten networks for better control

44. Try This:
Adjust bidding for the
“mobile moment”
Implementation

45. Implementation
How is mobile performing in 2015?
Segment: Device

46. Implementation
It may be time to change mobile bids
AdWords suggests: (mobile conversion rate / desktop conversion rate) — 1

47. Try This:
Don’t be a victim of
location targeting
Implementation

48. Implementation
Dimensions: Geographic= Matching Against

49. Implementation
User Locations: Actual Location

50. Implementation
Option 1: Change Location Settings

51. Implementation
Option 2: Change Location Targeting

52. Implementation
Adjust Bids (when there’s a reason!)

53. Implementation
Distance: Location Extensions

54. Implementation
Add Location ExtensionTargeting

55. Implementation
Distance Targeting: Location Extensions

56. Get Extraordinary Results
Optimization

57. Implement & Take Action
Optimize Performance
Segment & Analyze Data
Optimization
Combine meaningful segments & action for
accelerated growth

58. Optimize Account
Performance
feat. Campaign Structure
Optimization

59. Optimization
Find Out: What product & themes convert?
Segment by Campaign
$0
$50,000
$100,000
$150,000
$200,000
PPC Non-Mobile New Releases Strategic Top 20 Competition
Revenue

60. Optimization
Try it out: Restructure account
Optimize campaigns for better targeting & sales
$0
$200,000
$400,000
$600,000
$800,000
Brand Only Distribution Partner Product Items Characters
Revenue

61. Optimization
Results: +280% Revenue
Visibility & optimizations led to huge growth
$0
$750,000
$1,500,000
$2,250,000
$3,000,000
Cost Revenue
Old Structure Re-Org

62. Optimize LP/ UX
Optimization
feat. Destination URLs

63. Optimization
Find Out: What LPs are working best?
Segment by Dimensions: Destination URL
image
Calculator LP
Pros & Cons LP

64. Optimization
Try it Out: Create an Experiment
Split test LP traffic
disadvantages of
reverse mortgage
Disadvantages of Reverse
acmemortgage.org/
Learn the Pros & Disadvantages of
Reverse Mortgages - Learn More!
Pros & Cons
LP
Caclulator
LP

65. Optimization
Results: Calculator LP converts
Add calculator to Pros & Cons, or switch LP
image
Calculator LP
Pros & Cons LP

66. Optimize Ad Copy
Optimization
feat. Labels & Search Terms

67. Optimization
Elk Grove Urgent Care
acmehealth.org/urgentcare/
See Hours and Wait Times Now
Expert Care by ACME Doctors
ACME Health Urgent Care
acmehealth.org/urgentcare/
No Appt Necessary, Walk Right In
See Elk Grove Wait Times & Hours
82 ads across 23 ad groups...
City Headline Brand Headline

68. Optimization
Find out: Which treatment is better?
Segment by Dimensions: Labels
Brand

69. There is no
perfect headline,
only perfect headlines.

70. Optimization
Find out: What search terms in play?
Segment by Dimensions: Search Terms
Brand

71. Optimization
Try This: Negative match brand terms
Compare performance after 30 days
Brand

72. Optimization
Results: +14% CTR, +7% Conv. Rate
After removing brand terms, v prior period
0%
3%
6%
9%
12%
CTR Conv Rate
April - June July - Sept

73. Use the Magic of Segmentation to:
Know how to solve problems
Swiftly achieve
extraordinary results
Become deeply knowledgeable
about your account
Segmentation

74. Segmentation
Your segmentation “Call to Action”
Try a new approach to segment your data in a
way that’s meaningful & lets you take action

75. Q&A
Download/Share this Presentation
http://blast.am/ppcsegmentationmagic
Download/Share Blast’s Google Analytics Reference Guide
http://blast.am/gauserguide
@amyppc @blastam

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