Properly segmenting your market is an important marketing process. Through surveys, you can discover what each unique group in your market wants. You can then customize your persuasion messages to target the needs of each segment. This is a highly effective form of marketing.
Different segments use different keywords, which reflect their distinct needs. A survey tells you the language that your market uses.
Analyzing the keywords reports in Google Analytics can tell us a lot about the site and the visitors. We can see which sections of the site are most visible to search engines, and we can get a feel for what visitors are expecting when they come to the site.
The problem with keywords reports, though, is that they are so exhaustive. They include every single keyword that brought at least one visit. Every variation of the misspelling of a phrase shows up as a separate keyword, even though it returns the same results. When you get into keywords that only brought one visit, it’s difficult to discern what is meaningful and what a statistical anomaly is. The bounce rates, time on site and other statistics aren’t very helpful at a micro level because we can’t usually extrapolate what to do at a macro level based on a single visit.
What Keyword Group Segmentation Means For Your PPC Campaign
By using a keyword group segmentation tool, you are putting yourself leaps and bounds ahead of your competition. You’re gaining qualified traffic from specific and relevant ads, and you’re proving to the search engines that you’re appropriately reaching your target audience.
Segmenting keywords into hierarchical groups makes creating AdWords ad groups so much easier. With the use of a keyword segmentation tool, you’re no longer relying on guesswork or attempting to comb through thousands of spreadsheet cells to make sense of your keyword data. It’s all presented to you in an intuitive way so that you can filter keywords into groups, tag negative keywords, or find similar terms to add or remove quickly and easily.
Grouping Keywords with Advanced Segments
Advanced segments give us the ability to view keywords as larger, more useful groups. When we group keywords together categorically, we can see larger trends. Then we can make informed decisions about what to change.
The types of groupings will depend on the website, but these are a few suggestions that will apply to most sites.
Any keywords that indicate the visitor was looking for you or one of your products/services. Include common misspellings.
If your site is divided into several logical categories, create a segment for each category. For example, our site could be divided into help article categories (“Before You Start”, “Install the Code”, etc.) or into sections of the site (“Tools”, “Mobile Apps”, “Contact”, etc.). The idea is to figure out which of those categories a visitor intended to reach based on their search term.
Many visitors find your website by looking for a product or service within a city or zip code. But looking at those visitors as a group sometimes gives surprising results. One florist, for example, found that many of the visitors searching for flowers in his area were actually located in other states.
If your site has content for specific individuals, it may be helpful to group together the visitors who are looking for a specific person within your organization or listed on your site.