There are many different ways to segment visitor data in Google AdWords to get a better understanding of account performance.
The icon in the new interface is a little subtle (circled below), but not too be missed.
Segmenting your AdWords data can lead to substantial improvements in conversion rate, and save money by eradicating areas of wasted spend.
I’ll explain the various methods available.
Day of Week Segmentation
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.
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.
Top vs Other
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
- sometimes there will be no ads at the top, and ads at the bottom
- sometimes there are up to 4 ads at the top, and a mix at the bottom
Last but not least, this handy wee segment lets us understand the performance of Google Search partners, which are non-Google sites in the search network that partner with Google to show ads, such as YouTube, eBay and others.
Search partners bring in a relatively small volume of traffic and conversions comparative to regular Google search, however for some businesses, it can convert well enough to justify the spend and attract incremental revenue. Conversely here is the place we look to understand if money is being spent with poor return / ROI.