Download - What's Beyond Match Type Segmentation?
What’s Beyond Match Type Segmentation?
pearanalytics.com @poppareese
Is there a right way to segment your PPC account?
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pearanalytics.com @poppareese
Location?
Device?
Product line?
Match type (alpha-beta)?
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pearanalytics.com @poppareese
Major Keys to Segmentation
Does this mode of segmentation support my goals?
What makes the most budgetary sense?
Where are the biggest deltas?
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pearanalytics.com @poppareese
pearanalytics.com @poppareese
pearanalytics.com @poppareese
When location is such a priority, does match type segmentation make sense?
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pearanalytics.com @poppareese
pearanalytics.com @poppareese
No, not really
Only 6% difference in cost / conv. And exact is more costly.
:(
pearanalytics.com @poppareese
pearanalytics.com @poppareese
pearanalytics.com @poppareese
Is alpha-beta dead?
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pearanalytics.com @poppareese
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pearanalytics.com @poppareese
Also, not really! Exact match cost / conv. is 43% lower!
pearanalytics.com @poppareese
pearanalytics.com @poppareese
Is your segmentation just a number or meaningful delta?
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pearanalytics.com @poppareese
Moral of the story (and your segmentation strategy)
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