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Anna Lewis

AdWords Segmentation Part 2 – Strategy and Conversion Analysis

20th Mar 2012 Analytics, Paid Search, Google AdWords | No Comments


AdWords StrategyFollowing on from my post about why segments are so beneficial and how to look at AdWords demographic data segments this post covers segments for analysing your strategy. This includes:

  • Destination URLs performance
  • Placements
  • Search Terms
  • Conversion Name / Purpose

Destination URLs

Analysing which landing pages are working better than others is paramount to success from start to finish. There’s no point boasting about a massive Click through Rate (CTR) if you can’t get conversions. I also think this is one of the most undervalued areas in AdWords, it might be hidden in the Dimensions tab but that doesn’t mean you can ignore it.

By duplicating your ads and using two different landing pages and ensuring you have conversion tracking set up you can easily measure and compare the performance to see which landing page converts better and makes you more money. This is particularly useful when using product pages as your landing pages.

Check out this example for a reason why to assess the success of your destination URLs:

AdWords destination URLs conversion rate

If this doesn’t tell you that you need to change something then I don’t know what will!

Placements

There are segments available to show you results for Automatic Placements, but I cannot see much value to this when the same data is available in the Networks tab and if you access it from here then you can apply other segments which make the data much more valueable than from the Dimensions tab. But it’s there, so have a play and see what you think.

Search Terms

Segmenting by search terms is something that can either be done in Dimensions > Search Term or from the Keyword tab by clicking ‘See search terms…’. Which ever way you look at the data it’s really beneficial for two things:

1. Identifying irrelevant search terms your ads have shown for that need to be added as negatives
2. Identifying keywords to add in as new targets based on search terms with good results / conversions

The two actions, reviewed and undertaken on a regular basis really help improve the quality and performance of your campaigns. Here are Koozai we keep an eye on this weekly as a minimum. The report from the Keyword tab is much easier to use as it gives you indication as to whether or not you’re already targeting the term:

AdWords search query report analysis

 

Conversion Name / Purpose

There are two segments for analysing conversions in more detail:

Name: Shows data for each conversions by their name
Purpose: Shows data broken down by lead, purchase/sale, or other

This report shows you how many of there were and the total conversion value, but cannot provide much other data which is a real shame.

AdWords conversions by name

I’d like to segment my main data set by which conversion was triggered, unfortunately this isn’t possible through any simple methods within AdWords, even though the functionality was available in the past.

For an analysis of which conversions were triggered from which metrics you will need to create a segment in Analytics instead. When using Analytics to analysie AdWords bear in mind that Analytics uses first click attribution, AdWords uses last so the numbers are likely to differ.

And finally…

Overall, some actionable semgents but a lot of missing functionality to enable you to really get the true value of some aspects of your campaigns. The most important segment of this blog post is the search terms report which I hope you all find useful for both saving money and making more from the keywords that you find in there.

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About the author

Anna Lewis

Our resident analytics specialist is Anna Lewis. Anna is unbelievably attuned to anything analytical and can fill you in on all the latest news, tips and advice to get ahead in this evolving market.

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