MacAdam Lea
By MacAdam Lea | SEM | June 23, 2016

Segmenting Data In AdWords

When you’re managing AdWords campaigns one of your main goals is to optimize spend and make sure your return on investment is as high as possible. When you first start out basic tasks like Search Term Reports and Keyword Bid Adjustments will have a huge effect on how well campaigns perform, but as time passes you’ll want to find other ways to boost your ROI. One of the most effective ways to determine where you’re performing well and where you’re struggling is the use of AdWords Segments. Segmenting Data in AdWords allows you to split your data into more detailed options such as type of device, period of time, or conversion type. Isolating data this way makes it much easier to find wasted spend and areas of abnormally high performance.

To find the segments tab follow the steps below:

  1. Sign in to your AdWords account at
  2. Click the Campaigns
  3. 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.
  4. Click one of the tabs that appear in the middle of the page, such as the CampaignsAd groups, or Ads
  5. Click the Segment button above the statistics table.
  6. To add a segment, select a segment from the drop-down. To remove a segment, select “None.”
Segment Dropdown

The available segments are:

Time – Use this to view your data by a specific time period. This is a very useful segment for determining what sort of ad schedule you should be using. Want to figure out if you should cut weekend spending? Segment by “Day of the Week” and you’ll be able to tell what your best performing days are. Options include:

  • Day of the Week
  • Day (Wed., December 21, 2016 for example)
  • Week
  • Month
  • Quarter
  • Year
  • Hour of Day

Conversions – If you’re set up to track more than a single conversion than you may want to see what campaigns are generating what type of conversion. Segment by either Conversion Name or Conversion Category and you’ll have a clean view of what ads are bringing in which type of conversion.

Network – Use this segment to compare search and display network performance. Useful for when you’re looking to compare individual ads on the Ads tab.

Network (with Search Partners) – Same as above, but this segment includes Google Search Partners as well.

Click Type – There are often a few different ways a user could “Click” on your ad. This segment allows you to view exactly which type of click it was (Headline, Sitelink Extension, Google Shopping Ad ect.)

Device – This segment shows you what type of device your traffic came from. Google tracks Desktop, Mobile, and Tablet traffic and while you still can’t adjust bids for Tablets this is a good way to tell if your Mobile traffic is wasted spend.

Experiment – AdWords allows you to create “Campaign Experiments” that allow you to test out changes in a campaign. You create a mirror of the campaign you want to test out a new rule on, and then run them against each other to see if the new rule helps or hurts. This segment allows you to pull out “control” and “experiment” data for comparison.

Top vs Other – This tells you how well you performed when your ads were showing in the top 3 spots (above the organic listings) versus when they were showing below organic traffic. This can be very useful information because very often it isn’t in the best interest of your ROI to always show in the top 3 spots.

There are so many different layers to running ads on AdWords that it can often be daunting trying to figure out where exactly you’re doing well, but try experimenting with a few of these different segments next time you hop into AdWords to make some bid adjustments. View your data over a long enough date range and you’ll start to get a much clearer picture of your strengths and weaknesses. After that, if you’re still struggling contact us and we’ll help out with any of your segmentation needs.

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