Product segmentation creates groups of products based on different attributes, such as the number of units sold, type of collection, availability, and more.
Using product segments in your marketing campaigns will ensure you show the right products to the right people. This will help increase engagement rates, lower CPCs, and improve your returns.
In this guide, we will learn how to create product segments and how we can use them.
If you want to edit an existing product segment, see the following guide.
How to create Audience Segments
Begin by navigating to your Segments dashboard.
This dashboard can help you to manage your products and existing segments.
Using the top menu, select Product segments, then click on New Segment.
Choose the rule you wish to filter your products by, as seen below.
Using the +AND button will add a rule to your segment.
Products must match the first and the second rules to belong to this segment.
Doing this essentially "narrows" the number of products in this segment.
Using the +OR button will add a rule to your segment.
Products must match the first or the second rule to belong to this segment.
Doing this essentially "broadens" the number of products in this segment.
Let's review an example of a product segment:
This segment includes
Products that were purchased more than 5 times.
Are available on your website.
Products that are sold for over 75$.
Clicking on the rotating arrows in the bottom left will show how many products this segment consists of.
Name your segment so it will be simple to find later, and give it a description to help you remember which products it includes for future uses.
Lastly, use the checkboxes in the top right corner to configure if:
The segment will be available for use in your ads
The segment will be displayed in your BI dashboards.
Where can you use product segments
The product segment you just created can be used in various places.
Use your product segments in your ad campaigns.
They can be used in Facebook carousels, Performance Max campaigns, and Google Display ads.
You can find your product segments in the Product selection screen when creating or editing an ad.
Custom audience segment creation
Create custom audience segments based on product segments you just created.
For example, create an audience of customers who purchased an expensive phone from you over a year ago and target them with your newest products using SMS marketing.
You can find out more about creating audience segments here.
You can find your product segments in a few BI dashboards and widgets.
They serve as an analytic tool to help you understand your products and segments better.