Magic of Segmentation
BlastAM-PPC-AdWords-Segmentation-Hebdon
BlastAM-PPC-AdWords-Segmentation-Hebdon
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Seattle Search Network<br />
Unlock the<br />
<strong>Magic</strong> <strong>of</strong> <strong>Segmentation</strong><br />
Using just the AdWords Interface!<br />
@amyppc<br />
@blastam
<strong>Segmentation</strong><br />
Use the <strong>Magic</strong> <strong>of</strong> <strong>Segmentation</strong> to:
<strong>Segmentation</strong><br />
Use the <strong>Magic</strong> <strong>of</strong> <strong>Segmentation</strong> to:<br />
Become deeply knowledgeable<br />
about your account<br />
Expertly solve problems<br />
Swiftly achieve<br />
extraordinary results
There is no<br />
perfect Pepsi,<br />
only perfect Pepsis.<br />
-Howard Moskowitz
<strong>Segmentation</strong><br />
We’ll use “segment” to mean:<br />
verb<br />
to “slice and dice” into<br />
meaningful, actionable<br />
groups<br />
noun<br />
a meaningful,<br />
actionable market or<br />
data set<br />
<strong>Magic</strong>al segments are<br />
meaningful and actionable.
Don’t be Fooled<br />
by Randomness!
<strong>Segmentation</strong><br />
Meaningful segmentation teaches us:<br />
about our audience<br />
about our account<br />
Meaningful segments have similar:<br />
market segments<br />
wants<br />
needs<br />
demand characteristics<br />
data segments<br />
behavior<br />
settings requirements
<strong>Segmentation</strong><br />
Search Terms: Alphabetically<br />
700<br />
525<br />
CPL<br />
Leads<br />
350<br />
175<br />
0<br />
$19 $22<br />
$51<br />
$22 $32 $22 $25 $24 $49 $33 $23<br />
$106<br />
$62<br />
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<br />
$35<br />
$71 $59<br />
$29 $45 $14<br />
$42 $32 $38<br />
$126<br />
$95<br />
$0 $0
<strong>Segmentation</strong><br />
How to Daypart according to the internet:
<strong>Segmentation</strong><br />
Actionable segmentation allows us to make<br />
improvements to our account based on<br />
what we’ve learned.<br />
Thanks a lot, tablets.
<strong>Segmentation</strong><br />
How actionable is population data?
<strong>Segmentation</strong><br />
There’s a lot we can do with meaningful,<br />
actionable segments<br />
Segment & Analyze Data<br />
Implement & Take Action<br />
Optimize Performance
<strong>Segmentation</strong><br />
There’s a lot we can do with meaningful,<br />
actionable segments<br />
Learning<br />
+<br />
Doing<br />
=<br />
Growth
Analysis<br />
Analysis:<br />
What can we learn from<br />
our data?
Analysis<br />
Segments help tell the whole story<br />
9 leads from this location extension? Wow!<br />
Apply Segment<br />
Oh! It’s actually 0 leads....
settings<br />
columns<br />
display<br />
tab<br />
reports<br />
segment<br />
button<br />
audience<br />
tools<br />
date range<br />
structure<br />
dimensions<br />
tab
Analysis<br />
Any screen gives you multiple ways to view data
Analysis<br />
Most segments can be instantly applied
Analysis<br />
Find Out:<br />
How can we unlock secret<br />
segments?
Analysis<br />
These segments can be yours once you add them<br />
Household Income<br />
Universities<br />
Airports<br />
Central Commercial Areas
Analysis<br />
From “Settings” Tab...<br />
Be sure to save!
Analysis<br />
Find Out:<br />
What can we learn about our<br />
customers?
Analysis<br />
What are our customers looking for?<br />
Dimensions: Search Terms
Analysis<br />
How quickly do they take action?<br />
Tools: Time lag
Analysis<br />
What actions are our visitors taking?<br />
Segment: Conversion name or category
Analysis<br />
What actions are our visitors taking?<br />
Segment: Click Type
Analysis<br />
What actions are our visitors taking?<br />
Dimensions: Call Details
Analysis<br />
What actions are our visitors taking?<br />
Segment: View Type
Analysis<br />
Who are we reaching?<br />
Display Tab: Demographics (Use with caution)
Analysis<br />
Find Out:<br />
What can we learn about<br />
ourselves?
Analysis<br />
Are we consistent in our application <strong>of</strong> Settings?<br />
Dimensions: Campaign Details, Ad Group Details
Analysis<br />
What’s impacting our performance?<br />
Dimensions: Top Movers
Analysis<br />
Does SERP location matter?<br />
Dimensions: Top v Other
Analysis<br />
Is PPC cannibalizing organic?<br />
Dimensions: Paid & Organic
Analysis<br />
How are our ad extensions actually performing?<br />
Segment: This extension v other
Analysis<br />
How are our experiments doing?<br />
Segment: Experiment
Analysis<br />
How is Anything doing (wild card)?<br />
Dimensions: Labels
Implementation<br />
Implementation:<br />
How do we use what we<br />
learned to take action?
Implementation<br />
How do keywords perform against specific ads?<br />
Segment: Keyword / Placement
Implementation<br />
Try This:<br />
Adjust Network Targeting<br />
by Performance
Implementation<br />
How do campaigns perform across networks?<br />
Segment: Networks
Implementation<br />
Tighten networks for better control
Implementation<br />
Try This:<br />
Adjust bidding for the<br />
“mobile moment”
Implementation<br />
How is mobile performing in 2015?<br />
Segment: Device
Implementation<br />
It may be time to change mobile bids<br />
AdWords suggests: (mobile conversion rate / desktop conversion rate) — 1
Implementation<br />
Try This:<br />
Don’t be a victim <strong>of</strong><br />
location targeting
Implementation<br />
Dimensions: Geographic= Matching Against
Implementation<br />
User Locations: Actual Location
Implementation<br />
Option 1: Change Location Settings
Implementation<br />
Option 2: Change Location Targeting
Implementation<br />
Adjust Bids (when there’s a reason!)
Implementation<br />
Distance: Location Extensions
Implementation<br />
Add Location ExtensionTargeting
Implementation<br />
Distance Targeting: Location Extensions
Optimization<br />
Get Extraordinary Results
Optimization<br />
Combine meaningful segments & action for<br />
accelerated growth<br />
Segment & Analyze Data<br />
Implement & Take Action<br />
Optimize Performance
Optimization<br />
Optimize Account<br />
Performance<br />
feat. Campaign Structure
Optimization<br />
Find Out: What product & themes convert?<br />
Segment by Campaign<br />
$200,000<br />
$150,000<br />
$100,000<br />
$50,000<br />
$0<br />
PPC Non-Mobile New Releases Strategic Top 20 Competition<br />
Revenue
Optimization<br />
Try it out: Restructure account<br />
Optimize campaigns for better targeting & sales<br />
$800,000<br />
$600,000<br />
$400,000<br />
$200,000<br />
$0<br />
Brand Only Distribution Partner Product Items Characters<br />
Revenue
Optimization<br />
Results: +280% Revenue<br />
Visibility & optimizations led to huge growth<br />
$3,000,000<br />
$2,250,000<br />
$1,500,000<br />
$750,000<br />
$0<br />
Cost<br />
Old Structure<br />
Revenue<br />
Re-Org
Optimization<br />
Optimize LP/ UX<br />
feat. Destination URLs
Optimization<br />
Find Out: What LPs are working best?<br />
Segment by Dimensions: Destination URL<br />
Calculator LP<br />
image<br />
Pros & Cons LP
Optimization<br />
Try it Out: Create an Experiment<br />
Split test LP traffic<br />
disadvantages <strong>of</strong><br />
reverse mortgage<br />
Disadvantages <strong>of</strong> Reverse<br />
acmemortgage.org/<br />
Learn the Pros & Disadvantages <strong>of</strong><br />
Reverse Mortgages - Learn More!<br />
Pros & Cons<br />
LP<br />
Caclulator<br />
LP
Optimization<br />
Results: Calculator LP converts<br />
Add calculator to Pros & Cons, or switch LP<br />
image<br />
Pros & Cons LP<br />
Calculator LP
Optimization<br />
Optimize Ad Copy<br />
feat. Labels & Search Terms
Optimization<br />
82 ads across 23 ad groups...<br />
City Headline<br />
Elk Grove Urgent Care<br />
acmehealth.org/urgentcare/<br />
See Hours and Wait Times Now<br />
Expert Care by ACME Doctors<br />
Brand Headline<br />
ACME Health Urgent Care<br />
acmehealth.org/urgentcare/<br />
No Appt Necessary, Walk Right In<br />
See Elk Grove Wait Times & Hours
Optimization<br />
Find out: Which treatment is better?<br />
Segment by Dimensions: Labels<br />
Brand
There is no<br />
perfect headline,<br />
only perfect headlines.
Optimization<br />
Find out: What search terms in play?<br />
Segment by Dimensions: Search Terms<br />
Brand
Optimization<br />
Try This: Negative match brand terms<br />
Compare performance after 30 days<br />
Brand
Optimization<br />
Results: +14% CTR, +7% Conv. Rate<br />
After removing brand terms, v prior period<br />
12%<br />
9%<br />
6%<br />
3%<br />
0%<br />
CTR<br />
April - June<br />
Conv Rate<br />
July - Sept
<strong>Segmentation</strong><br />
Use the <strong>Magic</strong> <strong>of</strong> <strong>Segmentation</strong> to:<br />
Become deeply knowledgeable<br />
about your account<br />
Know how to solve problems<br />
Swiftly achieve<br />
extraordinary results
<strong>Segmentation</strong><br />
Your segmentation “Call to Action”<br />
Try a new approach to segment your data in a<br />
way that’s meaningful & lets you take action
@amyppc<br />
Q&A<br />
@blastam<br />
Download/Share this Presentation<br />
http://blast.am/ppcsegmentationmagic<br />
Download/Share Blast’s Google Analytics Reference Guide<br />
http://blast.am/gauserguide
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