This is one of the most useful and insightful ways to analyse AdWords data using segments.
We can segment traffic by day of week, hour of day, month, quarter or year to better understand when your users are most likely to convert.
In the example above, we can see AdWords data segmented by day of week, and that on Sunday’s, cost per conversion is significantly less than during the week.
With a conversion rate over 11%, there could be an opportunity to capture even more high quality leads with a great ROI by focussing the digital marketing strategy around tasks such as more aggressive bidding or a 24 hour flash sale each Sunday.
Segmenting by click type allows us to delve a little deeper into which part of the ad are most influential, and focus optimisation here.
Not unexpectedly, the headline element of the ad for this particular campaign gets the lions share of Conversions, and now we can also see the importance of mobile clicks to call (where applicable), sitelinks and click to message (an SMS style method of enquiry available on some ads).
In segmenting by conversions, we can view the data in numerous different ways. One way which is often most useful is by number of days to convert as shown above. Here, for this particular campaign, we can see that almost all of the conversions occur inside of 1 day.
We can also segment data by subsets like conversion action and conversion source.
Conversion action tells us the name of each conversion in the AdWords account. Some sites for example have multiple lead generation forms, each tracked individually. This is really handy as we can now see the conversion rate of each form.
Conversion source tells us where each conversion came from, be it the website tracking, analytics or a call from an ad
DEVICE SEGMENTATION
With device segmentation, we can look at and analyse the performance of desktop, tablet and mobile independently.
In the example above, we can see that with a comparable cost per click, mobile is achieving a significant higher conversion rate than the others which could mean one of two things.
One, we want to continue to maximise our search impression share and visibility on mobile devices, perhaps building out a mobile only campaign and doubling down efforts to squeeze even more out of this highly valuable mobile traffic.
Two, we want to look at opportunities to improve on the status quo performance of desktop and tablet. In addition to considering bid adjustments for these devices, it would be sensible to look at the landing page experience and conversion rate optimisation on desktop and tablet devices.
Segmenting by Top vs Other lets us see the performance of search results in the top slots. In the last fews years, the ‘top’ slot and positioning has changed however, and while back in 2016, when Google still showed ads in the right hand column, this was a bit easier to discern, todays search results pages differ across desktop and mobile where
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