How to Segment Your AdWords Performance Data to Optimize PPC Campaigns

Anne Garcia - March 23, 2012

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 ( 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.
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