Improve Campaign Performance with Strategic Segmentation
Campaign management is not only about adding relevant keywords, good ads, and ad extensions. It also includes slicing and dicing the data at different levels of your campaign. To be a smart account manager, you need to look the data at granular level. If your campaign does not yield the results at the desired CPA, you'll need to analyse the data at the lowest level so that you can optimize the campaigns accordingly. Don’t worry if you get puzzled with seeing the nitty-gritty stats of campaigns - AdWords offers segmentation at various levels, which can help you to control waste and maximize the efficiency of campaigns.
How to Segment Your Campaigns / AdGroups / Ads / Keywords?
Like Google Analytics I am breaking different type of segmentation in the following groups:
Technology: Device, Network,
Audience: Geographic, Demographics, Reach and Frequency
Trend: Hour of day, Day of the week, Week, Month, Quarter, Year
Behaviour: Search Terms, and Placement Report
Technology: - As we know, we can run the campaigns at Mobile, Desktop and Tablet as well as target Search (& Google Partner Sites) and Display Network, so it’s vital that we can look that data at each segment.
You've probably seen that some of your client’s account perform better in Search network and some on the Display network. Similarly some of your account gets better results on desktop and some of your accounts on Mobile. Therefore, it's really important that you review Network and Device Performance to find the scope of campaign Improvement.
Trend: - AdWords has a wonderful tool for Ad Scheduling. But before using Ad Scheduling, you must find the trends of your campaigns. So use Time Related Segment data to view the trends of your campaigns. Once you run this report, you'll probably notice that, your ads does not perform at the same level 24*7. There are certain hours or days, where they do not give desired performance, so you'll need to use ad scheduling there.
Behaviour: Here, I am including Search Terms Performance Report and Placement Reports, because both gives the idea of the user’s behaviour. If you pull Search Term / Placement Performance report, it will give you a lot of insight to optimize your campaign. You will be able to find the best keywords / placements, which give you better results. At the same point of time, you will be able to trace a number negative keywords / placements, which are bad for campaigns. Don't forget, negative keywords / placements are as important as positive.
Audience - - Geographic:
Yes, this is again an important metric, as it gives two types of report geographic performance report and Users location report.
Geographic: Your Geographic data shows your customers' physical locations or locations that they had shown interest in through searches or content they had viewed.
User location: Your User Location data shows only your customers' exact physical locations, regardless of any locations they may be interested in.
Once you run these type of reports, you can able to dig out several insights:-
- You may receive clicks from your outside location area, in this case you need to use Advance location setting or exclude those area.
- You may find there are some locations, which are either giving conversions at higher CPA or are not giving conversions. So in these case you can use Enhanced Bid to control CPA in particular location and exclude the location, which are hampering overall CPA.
- There are some locations, where your avg ad position is bad, so because of higher competition you can increase bid multiplier in those location.
Audience -- Demographics, Reach and Frequency:
These both reports are only available for Google Display Network.
Demographics Reports explain you the age Group, parental status and sex of your audiences, so that you can target the campaign as per your plan. Running these reports, you can see that what are the age groups or sex are buying your products/services, so that you can bid accordingly.
Reach and Frequency: Reach means the number of users who saw your ads & frequency means, the minimum number of times a unique number saw your ads. The main advantage of looking this report is to determine the frequency capping setting. And Frequency capping is great tool to control the cost as well as bounce rate of website.
Closing Summary: As we've discussed, these are the some of the basic segmentations options which are available at different levels and can be created by using various tools including the AdWords Segment tab, Dimension tab, Search Terms Report, Placement Report and Custom Columns. We'd love to hear from you - which segmentation are you using and why? Let us know in the comments box below.
I have been working on Google Adwords &amp; Bing Ad Center since April 2010. I am Google Adwords Certified in Fundamental and Advance. I have worked on International and Domestic (Indian) campaigns for clients. I have also done extensive in-house campaigns within my organization. I have worked across various verticals and industries. I am very thankful to the Google Team for creating AdWords Community which promotes peer learning and keeps one updated on latest developments in AdWords.
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