Use segments to bring out what’s most important to you in your Search Ads 360 tables. With segments, you can split your data into rows, and isolate exactly what you want to see. Your segment choices vary depending on which table you're viewing, but may include periods of time, click type, or device.
This article explains how to use segments.
Instructions
How to segment your table’s rows
- Sign in to your Search Ads 360 experience.
- Use the page menu to navigate to the table you’d like to segment.
- Click the segment icon and select the data you want to isolate.
- To remove a segment, click the segment icon and select None.
How to use different segment types to gain insights
Some segments can be found on almost every page in your account, while others are only available on particular pages. In some cases, you may need to download a report to apply a particular segment to your data. Here are the available segment types and how you can use them:
Ad destination
Ad destination describes where the user lands after clicking an ad. If you receive ads traffic to both your app and mobile website, you can use this segment to compare ad performance based on where users landed.
Segmenting by ad destination may not be compatible with all metrics, such as view-through conversions for video campaigns.
Click type
Use this segment to see which clicks resulted in visits to your website, or clicks on your phone number when your ad is shown on a mobile device (also called click-to-call).
Segmenting by click type may not be compatible with all metrics, such as view metrics for Google Ads video campaigns.
Conversions
Days to Conversion (Google Ads only)
Device
Keyword / Placement
Network (with search partners)
Search terms match type
Segmenting a keyword by search terms match type can help you understand how actual search terms relate to the keyword you have. This type of segment can show you how your keyword performs in its broad, phrase, and exact matches.
You could use the segment to see the clicks, impressions, or CTR from each search term match type to a certain keyword. Then you could make changes to your keyword match type to improve performance.
Example
Let's say you have a keyword, dog toys, that you've set to broad match, and a customer searches for toys to buy for dogs. The search term match type will be broad. If the customer searches for buy dog toys or buy dogs toys, the search term match type will be phrase. If the customer's search is dog toys or dogs toys, the search term match type will be exact.
Your keyword | Search term | Search terms match type |
dog toys | toys to buy for dogs | Broad match |
dog toys | buy dog toys buy dogs toys |
Phrase match |
dog toys | dog toys dogs toys |
Exact match |
Now, let's say you add the segment to your statistics table, and you see that your broad match keyword dog toys shows your ad for each search term match type (broad, phrase, and exact). Based on how dog toys performs for each search term match type, you might decide to increase or decrease your bid for the keyword.
Keep in mind
Even if you choose not to show your ads for close variants of your exact match and phrase match keywords, you might still see an increase in the number of exact and phrase search term match types. For example, if your keyword list includes the broad match keyword dog toys, and someone searches for dog toy, we'll identify that search term match type as exact since dog toy is a close variant of dog toys.Special category (Google Ads only)
Time
Options include:
- Day of the week (Monday, Tuesday, Wednesday...)
- Day (Wed., December 21, 2011 for example)
- Week
- Month
- Quarter
- Year
- Hour of day
Top vs. Other (Google Ads only)
How to interpret the data
- Google search: Top -- Your ad ran above the organic Google search results.
- Google search: Other -- Any text ads that don't appear directly above Google search results are categorized as "Google search: Other."
- Search partners: Top -- Your ad ran above the partner's organic search results on a search partners' page.
- Search partners: Other -- Ads that don't appear directly above partner search results are categorized as "Other."
- Google Display Network -- Your ad ran on the Google Display Network.