Search Advertising exam study guide
Use segments in your tables
Use segments to bring out what’s most important to you in your AdWords tables. With segments, you can split your data into rows, isolating exactly what you want to see. Your segment choices vary depending on which table of your AdWords account you're viewing, but may include periods of time, click type, or device.
This article explains how to use segments.
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How to add or remove segments from your table
- Sign in to your AdWords account.
- Click the Campaigns tab.
- To see data for a specific period, click the date range menu on the top right corner of the page and select the time period you'd like to analyze.
- Click one of the tabs that appear in the middle of the page, such as the Campaigns, Ad groups, or Ads tab.
- Click the Segment button above the statistics table.
- To add a segment, select a segment from the drop-down. To remove a segment, select "None."
- Although you can only apply one segment at a time in your statistics table, you can apply multiple segments to your data if you choose to download a report. Once your statistics table looks the way you want, just click the download button to create a report.
- In the panel that opens, add additional segments by clicking +Add segment.
- Click Download.
How to use different segment types to gain insights
Some segments can be found on almost every tab in your AdWords account, while others are only available on particular tabs. In some cases, you may need to download a report to apply a particular segment to your data. Here are the available segment types and how you can use them:
Use this segment to see which clicks resulted in visits to your website, or clicks on your phone number when your ad is shown on a mobile device (also called click-to-call).
Segmenting by click type may not be compatible with all metrics, such as view metrics for video campaigns.
Click type may apply to multiple aspects of the same impression (for example, a click-to-call impression may show alongside a headline impression in the same ad). In this situation, you'll see "--" instead of summary totals in your downloaded report. A sum total would be inaccurate because it would double-count some of the impressions.
Here's how to add a phone number to your ad.
If you've set up conversion tracking, the segments "Conversion name," "Conversion category," and "Conversion source" can give you insight into conversion performance.
Use this segment to compare performance across devices: computers, mobile phones, and tablets.
If you're running a Campaign Experiment, you can segment your data by experiment or control groups, or both, on the Keywords, Ads, or Ad group tabs. You'll also have aggregate "control" and "experiment" data on your Campaigns tab.
Use this segment to compare how individual keywords are performing for particular ads.
This segment is available on the Ads tab only.
Use this segment to compare Search Network and Display Network performance. This is frequently used to compare individual ads on the Ads tab.
Use this segment to compare Google search, search partners, and Display Network performance. This is frequently used to compare performance by network for individual ads on the Ads tab.
Segmenting a keyword by search terms match type can help you understand how actual search terms relate to the keyword you have. This type of segment can show you how your keyword performs in its broad, phrase, and exact matches.
You could use the segment to see the clicks, impressions, or CTR from each search term match type to a certain keyword. Then you could make changes to your keyword match type to improve performance.
Let's say you have a keyword, dog toys, that you've set to broad match, and a customer searches for toys to buy for dogs. The search term match type will be broad. If the customer searches for buy dog toys or buy dogs toys, the search term match type will be phrase. If the customer's search is simply dog toys or dogs toys, the search term match type will be exact.
|Your keyword||Search term||Search terms match type|
|dog toys||toys to buy for dogs||Broad match|
|dog toys||buy dog toys
buy dogs toys
|dog toys||dog toys
Now, let's say you add the segment to your statistics table, and you see that your broad match keyword dog toys shows your ad for each search term match type (broad, phrase, and exact). Based on how dog toys performs for each search term match type, you might decide to increase or decrease your bid for the keyword.
Keep in mind
Even if you choose not to show your ads for close variants of your exact match and phrase match keywords, you might still see an increase in the number of exact and phrase search term match types. For example, if your keyword list includes the broad match keyword dog toys, and someone searches for dog toy, we'll identify that search term match type as exact since dog toy is a close variant of dog toys.
The "Special category" segment is available when you download a report for your automatic placement performance on the Google Display Network. It displays two types of pages that have shown your ads: error pages and parked domain sites.
Use this to split your statistics table into rows based on the period of time you select. If you're requesting a substantial amount of data, you may get a message instructing you to download a report.
- Day of the week (Monday, Tuesday, Wednesday...)
- Day (Wed., December 21, 2011 for example)
- Hour of day
You can also use the Dimensions tab to view performance by periods of time.
Apply the "Top vs. Other" segment to your statistics tables to find out where your ad appeared on Google's search results pages and search partners' pages. Segmenting your data by "Top vs. Other" can help you optimize your search campaigns to serve your ads on the parts of the page that perform best for you.
How to interpret the data
- Google search: Top -- Your ad ran above the organic Google search results.
- Google search: Other -- Any AdWords text ads that don't appear directly above Google search results are categorized as "Google search: Other."
- Search partners: Top -- Your ad ran above the partner's organic search results on a search partners' page.
- Search partners: Other -- Ads that don't appear directly above partner search results are categorized as "Other."
- Google Display Network -- Your ad ran on the Google Display Network.