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Segment your AdWords data!

Marketing, social media, advertising

Andy Black

Help people. Get paid. Help more people.
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May 20, 2014
#AndyTalks 030 - Segment your AdWords data!

A late night Skype call last night doesn't stop me getting excited to go on a course today.

I have to do some reports before I head off, but I'll give an AdWords tip first (from 2 mins in).

TRANSCRIPTION by @Drive2Riches

Morning, Snaps. I'm kinda tired because I was up late last night on a Skype call with a client, till after midnight. I'm pretty excited because I'm going on a course today. So I've been telling the kids "I'm going to school; Daddy's going to school." I'm all excited because I'm going to learn something because I want to learn. So far I've been on a Facebook course, a LinkedIn course, a Twitter course and an editing with the YouTube editor course. Each of them have been a day long and heavily subsidized by the local enterprise office -- €40 per day -- brilliant, I mean probably €200 if they weren't subsidized, so that's a great deal. I'm always doing these courses every year.

This is one today, the last one is editing graphics. Not graphic design; I ain't going near that. Just if you've got an image what to do with the image so you can upload it on a blog post or YouTube, thumbnail or a Facebook blog post you know the image that attracts people's eyes. I've been creating videos; I've been creating content, but I've got to sell the click now.

It's all well and good creating good content but if nobody reads it, has it really been created? To me it has because if I don't get it out on paper it kind of gets rammed up in my head and I need to just get it out. But to leverage... If my goal is to help more people and help people more, then I should get it seen by more people. So, I've got to sell the click, I've got to have a good title as a headline and a good image. If you look through your Facebook feed, the ones you're going to click on have images or videos.

The course is in about 45 minutes, it's local to me and I have some reports to get out in the morning. But, first one quick tip.

This is looking at the last 30 days stats for an Ad Words account I've been managing. In the last 30 days, 484 clicks, €325 and a nice click through rate of 34.6%.

Now, when you click on segment, you can segment your data by device which is very handy. I can then scroll to the bottom and click on this little plus to show on computers, mobiles and tablets the different stats. We can see we're performing differently on the different devices, in fact mobile is 265 of our clicks.

This segment drop-down is very handy. Look at all the different things we can segment by. There's a good one here, conversions and you can segment by conversion name or conversion category. Conversion category might be something like leads or versus sales. Another good one I like to segment by -- Top vs. Other. Was the ad in top ad positions, above the organic listings or was it in Other.

Have a look at these particular campaigns over the last 30 days. Google search top ad position, we are getting all of our traffic from top and hardly any impressions on the side... I know I said side there, it's not side anymore; Google got rid of side ads. You're either above or below now, so Other would be below when it's on Google.

OK, this account doesn't have conversion tracking set up. It's not a problem because I'm tracking the calls and the emails that get sent. I just never got around to setting it up in AdWords; don't care, honestly, it's not the important part. I'll do it soon, in the next couple of weeks probably.

But the client I was dealing with last night -- they did have conversion tracking set up so we could see -- when we segmented by conversion name -- we could see that mobile conversion, or this kind of conversion, we could see the numbers of conversions in the last 30 days.

Then when we segmented by device we were able to see that a lot of the conversions were coming from mobiles and the cost per lead was a lot better on a mobile, it was a lot lower. But on a mobile what kind of conversions were we getting? Were we getting phone calls or were we getting people filling in the form and which form was it?

In the interface, the problem is you can only segment by device and then find all your stats by mobile or tablets and computers or you segment by conversion name. You can't segment by both at the same time, one or the other. Here's the trick and it's quite simple. Use this to beat people who just use the Ad Words interface. Go to the "download" button; add a segment, conversion name; add another segment, device; and then you can add a third segment, Top vs. Other. When you download the data you can actually segment by up to three dimensions. This account doesn't have conversion tracking in place, I'm going to actually remove that dimension because it won't make sense. We're now segmenting by device and Top vs. Other. Another one I like to segment by is the actual day but I'm not going to bother in this case.

Now I'm just going to download this. Here we go. Here's the data. I'm just going to remove this top row, which is like a heading, I'm going to remove the bottom two rows which are totals. Click here to select "all," double click here to best fit. You see now how I've got device and with a Top vs. Other, the campaigns and then all the stats.

-- do immediately, I just select all the columns, go to Insert | Pivot table. Click OK, and we end up with this thing here and over here is a field list.

-- the fields, the columns that were in the excel spreadsheet so I'm going to have device, add it to here, Top vs. Other, add it underneath. For this example I'll just take the clicks and add it to the values.

-- with this by default which is rubbish, I don't want the count or the clicks. I'm going to right click on that, click on value field settings, change that to sum and OK that. Honest, I don't really like this layout of the pivot tables, so I right click somewhere in it, pivot table options, display, put a little tick and choose classic pivot table layout and then click OK.

Got some blanks here I'll get rid of those. This isn't a massive table so I'll just grab Top vs. Other and just drop it here. -- Oops. -- Google top should come before Other. I think we'll put mobile at the top out of this list and now... -- Oops. -- This wasn't a great example, we can see that Google search top, that's where our mobile traffic was coming from. A better example would have data in here but this particular account is so skewed to everything being in top ad position that's why the CTR is so high.

No too difficult really. OK you might have come across stuff there that you've not done before, pivot tables maybe. Maybe you've never downloaded your AdWords data before into Excel? Oh, you should do that -- big, big insights.

When I managed that team of AdWords specialists, actually I was their analyst for a while first and then I led a team of 35 AdWords specialists spending €120,000 a day on AdWords. The handful of people, the best guys and gals at the coal face were the ones who were best at Excel as well. Not only does Excel allow you to download the data, pivot table it, slice and dice it, turn the data like a Rubik's cube until you get an insight, but Excel allows you then to capitalize on the insight you've got, to attack the weak underbelly that you might have found.

So, I've got about 10 minutes left to run a report and it's a bit of a more complicated one, so I'd better go do that.

Good luck.
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