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?



Location?

Device?

Product line?

Match type (alpha-beta)?



Major Keys to Segmentation

Does this mode of segmentation support my goals?

What makes the most budgetary sense?

Where are the biggest deltas?



When location is such a priority, does match type segmentation make sense?




No, not really

Only 6% difference in cost / conv. And exact is more costly.

:(


Is alpha-beta dead?



Also, not really! Exact match cost / conv. is 43% lower!



Is your segmentation just a number or meaningful delta?



Moral of the story (and your segmentation strategy)



Marketing