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The missing bagel…

We have a local bagel maker. He makes these amazing rainbow bagels. Last week my daughter got out a bagel and left it out for her breakfast. Later that morning I heard “Mum! I’ve lost my bagel!”

We looked under the sofa. We looked under the bed. We looked under the cushions. We looked under the table. We even looked in the backyard.

Later that day we found the bagel. The dog had been ill and it didn’t look like a rainbow bagel anymore.

It’s funny because my three-year-old daughter is always asking me “what color does pink + purple + blue + orange + green make?” (Turns out the answer to the question when she asks it is not muddy brown, the answer is rainbow). That said, the answer this time was muddy brown.

You’re probably wondering where I’m going with this? Well this is actually relevant to a very important concept in Google marketing called segmentation.

If every color is a segment, you get a much better experience when they’re all separate. When they are all mixed together, all you’ve got is a mess on your carpet.

How to use this info?

Lets be serious now. Let’s say you sell shoes. Do people buy more shoes from their mobile phone or from their desktop? Google Analytics and Google ads gives you the ability to segment people by their device type so that you can know for sure which one does better.

The key here is that you need to separate them in order to know which one gives you the better result. If they are all mixed together then you would never know and so you can’t target your best customers.

How can you use this segmented data? If you know that more people buy from you when they are on their mobile phone, then you can set up your advertising to target people using their mobile phone. That way you can eliminate the waste of advertising to people using different devices if you only have a small budget. With small budgets it’s always better to focus on what works the best and trim everything else out of your advertising.

How about a different example. Have you ever considered segmenting by peoples interests? Google Analytics and Google Ads let you see the interests of people who go to your website or click on your ads.

Some marketers will add this interest data into Google ads, but they don’t always do it right. Lets use the example again of selling shoes. Often marketers will segment to users who have been shopping for shoes recently. But segmenting to people who have been looking for shoes defeats the purpose when you are selling shoes, because you already know they are looking for shoes! Otherwise they wouldn’t have seen or clicked on your ad in the first place.

Much more interesting segments could include comparing people who are into sports against people who are into cars and against people who like to go to the salon. These different groups of people will be more or less likely to buy from you, and you’ll be able to reach them with higher or lower CPCs depending on who your competitors target. If you segment by these different interests you can understand much better who are your best advertising markets and you can target accordingly.

If you leave all the different segments mixed together rather than separated you will have no idea!

I can assure you the bagel looked better when the colors where separate.


Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with a couple of new findings about our audience. We implemented elements to assist both of those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020