What are account level segments?
Through the Account Overview page on Perpetua, users can compare performance between the branded, competitor and category segments in one place.
When launching goals with a brand-based or advanced targeting type, users must define branded and competitor phrases so that the ad engine knows which targets to consider "branded" and what to consider "competitors".
If you've completed our awesome Ad School courses, you may recall our lesson on adding phrases during goal launch.
Here's a quick refresher. In an advanced Sponsored Product goal, Perpetua will launch a set of campaigns for my branded, competitor and category segments respectively.
Following this example, I may want to compare performance between the 3 segments across my entire account. Perpetua offers this ability through Account Level Segments which can be found on the Account Overview page on the menu.
Where does Perpetua pull this data from?
Perpetua pulls this data from all SP search term performance data. This ONLY includes data from SP campaigns that are managed through Perpetua.
Other ad units (SB and SD) are not considered in Account Level Segments.
How does Perpetua know which ASINs belong to my brand?
The way the ad engine recognizes a branded ASIN is by the branded phrase defined by the user when they set up or edit a goal. If a branded phrase has a matching brand in MWS/Seller Central, then that brand will be considered branded on Perpetua.
e.g. if you put "Nike" as a brand phrase, all ASINs under the Nike brand would be considered branded.
What happens if I don't input any phrases?
Data that cannot be attributed to a phrase will go into the Category segment. The Category segment is essentially the "fall-back" segment used to catch all undefined search term data.
What if my goals do not have phrases?
If you only have universal SP goals, you may not have any phrases defined. In cases like this, users need to manually define segments. Otherwise, Perpetua won't have any data to pull from.
Click Manage Segments to manually define your segments and input phrases. Note that phrases should include the brand name and misspellings to capture all relevant keywords. Data for any search term containing the phrase that you input will then be funnelled through to the appropriate segment.
Once you click Manage Segments, you will see the screen below. Name your segments, and input the phrases in the Phrases box. To add Segments, click +.
Click Save Changes once you are done.
Last Updated: September 2021
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