If there were a way to summarize marketing in a single word, that keyword would be segmentation. Through segmentation, we define rules to reach a specific target audience we wish to impact. But how do we perform this type of segmentation within Google AdWords and other sponsored link advertising platforms?
Segmentation by Search Interest
As we have discussed regarding keyword matching types and Sponsored Links campaigns, keywords themselves provide a skilled tool for segmenting users. Every search is a manifestation of interest in a specific topic. Knowing this, we still need to mention something beyond the obvious: the analysis tools of Google AdWords will help analyze which keywords generate the right types of responses. The time of day when commercial contacts are obtained can be cross-referenced with sponsored links campaign reports, allowing us to create complete profiles of keywords and interest audiences.
Regional Segmentation
In addition to keyword segmentation, through sponsored link advertising platforms, we can segment media by the user's location. This location is obtained in two ways: the first is through the user's IP address, which does not depend on the user's behavior; the second is through search intent, where the user types the city or state along with the keyword of interest.
Device Segmentation
The Google AdWords platform also offers the possibility to segment campaigns by user device types, which will help provide more relevant content to users through microsites and mobile sites.