The Adwords segment tool was invisible to me for a long time, mainly as it is not a mandatory tool that has to be used to be sufficient at Adwords, it is very useful for optimisation and quickly shows you what you need to see within a few clicks.
Click type was interesting to me as it has information that you otherwise wouldn’t see. It shows data on where people click, when they click on your ad. Is it the headline, extension or perhaps click to call? In most cases you will see that people click the headline, I suspect due to people being used to clicking on the blue underlined links.
Devices can be accessed in a separate part of Adwords, but I think it is more efficient to be used by the segment tool and you can immediately see if different devices are underperforming.
Other options that can be viewed using the segment tool are below:
About the author
Thomas Green is a Certified Adwords Professional and specialises in direct response marketing. He has over 6 years PPC experience and has a straight forward approach to what works and what doesn’t!