The Google Marketing Podcast

What Are Segments And Why Do I Want To Know About Them?

What are segments, and why would I want to use them in my reporting? The answer to this is that segments split your view of data into two separate parts. There are many different segments that you can apply for your data. Some of them include devices, networks, and time periods. There are just so many, depending on if you’re at the campaign level or ad group level. Just take a look at them. Which segmentation options are available? Here is an example of some insights that you might gain about your data-using segments. First, let’s identify customers by breaking down your keywords by device. This way, perhaps you can figure out how you’re getting a better ROI from ads showing on mobile phones or on desktops and laptops.

You can compare your performance on Google, and search partner sites to your performance on the display network, by breaking down your campaign and ad group by the network segment. You can isolate changes in your performance using the time segmentation options, which is one of the ones I think that you’re going to want to play with. This includes day, week, day of week, month, quarter, or year forward. If you’re using year, then you probably already have all of this data, and you’ve got this figured out. For example, if you segment your data according to the day of the week and find that your ad performances significantly different on Saturdays, you can modify your bids to account for the changes in visitor behavior, and we’ve talked about this regarding different areas.

One of my clients, for example, only has someone manning the phones (or in this case, “womanning” the phones) from eight to five local time. So, we changed their ads to only work in that time frame. The difference is that it is a somewhat complicated sales cycle, and just leaving a message really isn’t going to work that well for this particular individual or this particular company. So, we change the times for this. We would expect that weekends might work for some of your clients, or for you, depending on if you have a good sales process, and you know that someone is going to pick up the phone and answer it or return the call. I don’t know about you, but personally, if I happen to leave a message, and I don’t get a call back relatively soon, or I never get a call back, they have just gotten a massive black mark, and I probably will never buy from that company. I just don’t believe that it’s great customer service.

So, you need to be careful, and if you’re going to pay for these, typically, the time is now. It’s not a situation that people are willing to do research for; they want some information back now. Therefore, make sure that, if you use a phone answering service, somebody either gets back with the caller, or it gets rerouted to your email, or a text gets sent to you, and that your sales team jumps on it quickly. Another  option out there is called filters, and you use filters to search your tables for specific information, such as keyword texts, bids, and click-through rates. And, if you don’t want to create a filter, then what you can do is click the filter and the toolbar above the statistics table, and then you can save your filters for easy access in the future. Now, I’d like to give you a quick note about deleted and disabled campaigns or deleted and disabled ad groups, ads, etc.

 Deleted Items

You can either include or hide deleted campaigns, ad groups, ad keywords, and networks in your statistics tables. The first menu on the toolbar above the table lets you control the display of the deleted items. If you’d like to hide deleted items, then click the first button on the toolbar, and select “all but deleted.” To show deleted items, click the first button on the toolbar, and select “all,” and you’re going to see it enable the paused and deleted items. If you are in the campaign and ad group tables, you can also select “all enabled” to see only active items. Sometimes, you are going to see discrepancies of the data ,especially between AdWords and Analytics.

There are a number of reasons this happens, and let me talk about a few of them here. First, please realize that the syntax, or the discussion clicks, are not the same as visits. In AdWords, we track clicks. In Analytics, we track visits. If a user clicks on your ad twice within 30 minutes without closing his or her browser, this is registered in Analytics as only one visit to the site, even if the user left your site and then returned shortly thereafter. However, if a user clicks on your ad once, clicks on the back button, and then clicks on your ad again, AdWords is going to register two clicks, while Analytics registered only one visit. This is certainly one of the biggest things that people scratch their heads over.

AdWords doesn’t understand and/or know whether, when the person jumped back and clicked on your ad a second time, it’s just because they’re being lazy (which honestly happens a lot). What happens a lot of times – and one of the reasons that we don’t suggest that you use your name – is that, if you’re coming up on the top of organic as an AdWords word, people will type inside Google, and they will place your name, and they will click on this link the quickest. This has been shown to be true for Facebook. People type in “Facebook” on Google instead of just going into the address bar and typing “www.facebook.com.” It’s very common.

So, be aware of this issue and how it can affect you, and use the reporting right here to go check how many times someone is searching for your name and clicking on it, and consider what you need to do to pause that, and then register whether or not you’re reducing on your calls or your interactions, or what you need to do with that. AdWords will filter your invalid clicks from your report. Analytics shows all the data. And what I mentioned before is that people can be lazy, AdWords will allow clicks for lazy people, but they are not going to do it for people who are trying to adversely affect you. AdWords automatically filters certain clicks from your reports, so analyze reports on the resulting visits to your websites. The clicks that AdWords filters from the reports are the occasional instances of someone clicking repeatedly on your ad in order to increase your costs, or to increase your click through rate.

AdWords considers these clicks to be invalid and automatically filters them from your AdWords reports, so that you are not charged for these potentially invalid clicks. You’re not charged for those clicks, but you’re also not getting a click through rate change either. Finally, if you happen to turn off auto-tagging for your URLs in your AdWords account, you do not manually tag to this and, and you do not manually tag the destination URL with campaign tracking variables. The visit is not marked as Google cost-per-click, which are clicks that came from Google AdWords and your Analytics, but may in fact be attributed to Google organic clicks, which are clicks that come from the natural search referrals on Google.com; this is inside Analytics.