how to use adwords segmentation for better ppc results by amy hebdon

Unlock the Magic of Segmentation

Seattle Search Network

@blastam

Using just the AdWords Interface!

@amyppc

Use the Magic of Segmentation to:Segmentation

Use the Magic of Segmentation to:

Expertly solve problems

Swiftly achieve extraordinary results

Become deeply knowledgeable about your account

Segmentation

There is no perfect Pepsi, only perfect Pepsis.

-Howard Moskowitz

verbto “slice and dice” into meaningful, actionable groups

nouna meaningful, actionable market or data set

Magical segments are meaningful and actionable.

Segmentation

We’ll use “segment” to mean:

Don’t be Fooled by Randomness!

Segmentation

Meaningful segments have similar:

Meaningful segmentation teaches us:about our audienceabout our account

market segmentswantsneedsdemand characteristics

data segmentsbehaviorsettings requirements

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

CPLLeads

Segmentation

Search Terms: Alphabetically

Segmentation

How to Daypart according to the internet:

Segmentation

Actionable segmentation allows us to make improvements to our account based on what we’ve learned.

Thanks a lot, tablets.

Segmentation

How actionable is population data?

Implement & Take Action

Optimize Performance

Segment & Analyze Data

Segmentation

There’s a lot we can do with meaningful, actionable segments

Segmentation

There’s a lot we can do with meaningful, actionable segments

Doing

Growth

Learning+

=

Analysis:What can we learn from

our data?

Analysis

Analysis

9 leads from this location extension? Wow!Apply Segment

Segments help tell the whole story

Oh! It’s actually 0 leads....

segment button

dimensions tab

tools

reportsdisplaytab

settings

structureaudience date range

columns

Analysis

Any screen gives you multiple ways to view data

Analysis

Most segments can be instantly applied

Analysis

Find Out:How can we unlock secret

segments?

Analysis

These segments can be yours once you add them

Household Income

Universities

Airports

Central Commercial Areas

Analysis

From “Settings” Tab...

Be sure to save!

Find Out:What can we learn about our

customers?

Analysis

Analysis

What are our customers looking for?Dimensions: Search Terms

Analysis

How quickly do they take action?Tools: Time lag

Analysis

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

Analysis

What actions are our visitors taking?

Segment: Click Type

Analysis

What actions are our visitors taking?Dimensions: Call Details

Analysis

What actions are our visitors taking?Segment: View Type

Analysis

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

Find Out:What can we learn about

ourselves?

Analysis

Analysis

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

Analysis

What’s impacting our performance?Dimensions: Top Movers

Analysis

Does SERP location matter?Dimensions: Top v Other

Analysis

Is PPC cannibalizing organic?Dimensions: Paid & Organic

Analysis

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

Analysis

How are our experiments doing?Segment: Experiment

Analysis

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

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

Implementation

Implementation

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

Try This:Adjust Network Targeting

by Performance

Implementation

Implementation

How do campaigns perform across networks?Segment: Networks

Implementation

Tighten networks for better control

Try This:Adjust bidding for the

“mobile moment”

Implementation

Implementation

How is mobile performing in 2015?Segment: Device

Implementation

It may be time to change mobile bidsAdWords suggests: (mobile conversion rate / desktop conversion rate) — 1

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

Implementation

Implementation

Dimensions: Geographic= Matching Against

Implementation

User Locations: Actual Location

Implementation

Option 1: Change Location Settings

Implementation

Option 2: Change Location Targeting

Implementation

Adjust Bids (when there’s a reason!)

Implementation

Distance: Location Extensions

Implementation

Add Location ExtensionTargeting

Implementation

Distance Targeting: Location Extensions

Get Extraordinary Results

Optimization

Implement & Take Action

Optimize Performance

Segment & Analyze Data

Optimization

Combine meaningful segments & action for accelerated growth

Optimize Account Performance

feat. Campaign Structure

Optimization

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

Optimization

Try it out: Restructure accountOptimize campaigns for better targeting & sales

$0

$200,000

$400,000

$600,000

$800,000

Brand Only Distribution Partner Product Items Characters

Revenue

Optimization

Results: +280% RevenueVisibility & optimizations led to huge growth

$0

$750,000

$1,500,000

$2,250,000

$3,000,000

Cost Revenue

Old Structure Re-Org

Optimize LP/ UX

Optimization

feat. Destination URLs

Optimization

Find Out: What LPs are working best?Segment by Dimensions: Destination URL

imageCalculator LP

Pros & Cons LP

Optimization

Try it Out: Create an ExperimentSplit test LP traffic

disadvantages of reverse mortgage

Disadvantages of Reverseacmemortgage.org/Learn the Pros & Disadvantages ofReverse Mortgages - Learn More!

Pros & Cons LP

Caclulator LP

Optimization

Results: Calculator LP convertsAdd calculator to Pros & Cons, or switch LP

image

Calculator LP

Pros & Cons LP

Optimize Ad Copy

Optimization

feat. Labels & Search Terms

Optimization

Elk Grove Urgent Careacmehealth.org/urgentcare/See Hours and Wait Times NowExpert Care by ACME Doctors

ACME Health Urgent Careacmehealth.org/urgentcare/No Appt Necessary, Walk Right InSee Elk Grove Wait Times & Hours

82 ads across 23 ad groups...

City Headline Brand Headline

Optimization

Find out: Which treatment is better? Segment by Dimensions: Labels

Brand

There is no perfect headline, only perfect headlines.

Optimization

Find out: What search terms in play? Segment by Dimensions: Search Terms

Brand

Optimization

Try This: Negative match brand termsCompare performance after 30 days

Brand

Optimization

Results: +14% CTR, +7% Conv. RateAfter removing brand terms, v prior period

0%

3%

6%

9%

12%

CTR Conv Rate

April - June July - Sept

Use the Magic of Segmentation to:

Know how to solve problems

Swiftly achieve extraordinary results

Become deeply knowledgeable about your account

Segmentation

Segmentation

Your segmentation “Call to Action”

Try a new approach to segment your data in a way that’s meaningful & lets you take action

Q&A

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@amyppc @blastam

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