Add segments to your Google AdWords campaign tables and charts in order to organize your performance data around those criteria.

In your Campaigns tab, select the “Segment” button in the toolbar above your statistics table. You will see the segmentation options below:

Here is a brief explanation of the different ways you can segment your campaign:

• Time – Day, Week, Month, Quarter, Year, Day of the Week, Hour of Day – You can use time segments – for example time of day – to isolate those performance metrics to see what time of day your campaign performs best. From there you can implement ad scheduling and make modifications to your bids for those time periods that you see fit.

• Conversions – Conversion action name or Conversion tracking purpose – You can see what types of conversions each campaign is bringing in versus just looking at conversions as a whole. This would be best used when your account brings in multiple types of conversions, for example, if your site encourages both leads and transactions.

• Network – Google search or Google Display Network – If your campaign is opted into both Google search and the Google Display Network, segment your metrics to see if its performance warrants a separate campaign for each network.

• Network (with search partners) – This segmentation option breaks out Google search into Google Search (www.google.com) and Google Search Partners.

• Click type – Highlights how various Ad Extensions are performing in comparison to your ad Headline. If you have a number of Ad Extensions – Sitelinks, Mobile clicks-to-call, Product extensions, or Location extensions – implemented in your campaigns, you can see its performance here.

• Device – Compare how your PPC ads are performing on different user devices such as desktop, mobile and tablet.

• Experiment – If you are running experiments in your campaigns – existing keywords, ads and ad groups, new keywords, or both – you will be able to see reporting here against your regular PPC campaigns.

• Top vs. Other – See what placements work best for your campaigns – on top of the Search Engine Results Page (SERP), on the side, or even on the bottom of the SERP.

• +1 Annotations – Shows you how your ads perform when they are shown with different types of social annotations. This segmentation option allows you to see Personal +1 Annotations in comparison to Basic +1 Annotations. A Personal Annotation appears with your ad and the viewer will see how many people have +1’d your landing page or Google+ page within their Google circle.  A Basic Annotation shows a viewer how many total people have +1’d your landing page or Google+ page, if no one in their Google circle has +1’d your landing page or Google+ page.

The Google AdWords Opportunities is a lesser known tool to help you enhance your Pay-Per-Click (PPC) ad performance. Google analyzes your current budget, keywords and campaign performance to create a list of automated ideas that are customized to your AdWords account. These ideas when implemented, can potentially improve your campaign performance.

You can pick from three options in the Opportunities tab to see what suggestions Google has for your campaigns, depending on your goals. The three options are:

1. Increase traffic: Maximize clicks even if costs increase
2. Balance cost and traffic: Increase clicks with moderate cost changes
3. Maintain or decrease cost: Get the most out of your current budget

Within the Opportunities tab, Google will make suggestions on campaign budget, ad group bids, new keyword suggestions and ad sitelinks. In addition to these suggestions, Google will estimate the potential cost of implementing their suggestions as well as both the potential impressions and clicks associated with the changes.

What’s nice about Google AdWords Opportunities is that you can make direct changes to each aspect of your account. For example, when Google suggests keyword ideas, you can take them straight from the Opportunities tool and add them to the complimentary ad group.

When creating a mobile campaign in AdWords, it is important to approach it the same way any new campaign should be approached. By this, I mean that you should separate your campaigns and create one that targets exclusively mobile devices.

From a network perspective, just like with any other campaign, you can target both the Search and Content networks. Also, we recommend having a separate campaign for each network.

However, you don’t have to target both Networks. Obviously, by targeting both networks you will have a bigger audience to reach, In the end, it all depends on your strategy and what you are trying to accomplish by going mobile- or by getting mobilized as I like to call it. With the Search network, you can have great features such as click to call on your ads. While in the Content Network you are still able to display banners on sites that relate to your business.

Another nice feature when creating your mobile device campaign is the option to get granular as far as mobile devices and carriers. For example, if you are a retailer and you sell iPhone accessories, you might want to target only iPhones. You do this by checking the “iPhone/iPod Touch” checkbox under the “Advanced device and carrier options” section. In this scenario a good idea would be to also target carriers that provide iPhone services. You can do this by checking the different carriers options provided under the “Carriers” section,

Once you have your campaigns created, remember to analyze your data and optimize based on performance.