How segmentations works at Feeds

Decide which products to include and exclude in your catalog based on rules

Segmentations allow us to filter our catalogue so that it has the products with which we want to impact a certain audience.

For example, we can have a catalog with products for adults and children, and want to impact only adults. For that, we would segment the catalog by removing children's products. Or we might want to run a women-only campaign: we would include only women's products in the feed.

Segmentations also allow us to filter products that we are not interested in advertising: We can exclude from the feed those products that have a low price, or those that are obsolete or have discounts.

How do segmentations work?

In Feeds, there are two types of options available for a segmentation:

• Include: Includes in the Feed the catalog products that meet the condition.
• Exclude: Excludes from the Feed all products that meet the condition.

IMPORTANT: When a product is filtered out by an exclude rule, it will never enter the Optimized Feed, even if you we set put include rules later.

No matter what order you place your targeting, it doesn't affect which products appear in the Optimized Feed. It is interesting that you put the Exclude at the beginning, to help you see which products are excluded from the Optimized Feed.

 

Example of segmentations

We are going to see different examples of segmentations on a catalog. You can perform the exercise by creating a Data Import with this catalogue CSV.

The content of the catalogue is as it follows:

id	gender	age_group	price
1	man	adult	10
2	man	adult	20
3	man	adult	30
4	man	adult	40
5	man	adult	50
6	man	kid	10
7	man	kid	20
8	man	kid	30
9	man	kid	40
10	man	kid	50
11	woman	adult	10
12	woman	adult	20
13	woman	adult	30
14	woman	adult	40
15	woman	adult	50
16	woman	kid	10
17	woman	kid	20
18	woman	kid	30
19	woman	kid	40
20	woman	kid	50

Optimized Feed with adult women's products over €20.

We are going to segment this Optimized Feed using Exclude and Include rules

• Exclude men. Total: 10 (We remove 10 whose gender is equal to man)
• Exclude children. Total: 10 (We remove 10 whose age_group is equal to kid)
• Include all products over €20. Total: 12 (Includes products of more than 20€, not including man or kid).

If we did it the other way around, the result is exactly the same:

• Include all products over 20. Total: 12 (We include those over €20, which are 3 man+adult, 3 man+kid, 3 woman+adult and 3 woman+kid).
• Exclude children. Total: 6 (We remove 6, 3 man+kid and 3 woman+kid).
• Exclude men. Total: 3 (We remove the 10 man, we have only 3 woman+adult left).

Feed Optimized with products for adults

The easy way is to exclude children's products:

• Exclude minors.
  Total: 10 products (Excluding kid).

For doing the exercise with Include and Exclude, we are going to do it by adding men, removing minors and then adding women. We will see that the result is the same:

• Include all men. Total: 10 (We include the 10 man).
• Exclude minors. Total: 5 (We remove 5 man+kid).
• Include women. Total: 10 (Although there are 10 women, 5 woman+adult and 5 woman+kid, since we removed the kid in the previous rule, only the 5 women+adult are added).

Optimized feed excluding minor males

We have several options to do it:

Option A: Using Exclude

• Remove the minor men.
  Total: 15 (Exclude 5 man+kid).

Option B: Using Include

• Include adult men.
  Total: 5 (We include 5 man+adult).
• Include women.
  Total: 15 (We add the 10 women).

Be careful, it is important to take into account what we want to do, since depending on what we want to do next, we will have to modify the segmentations or not. For example, what will happen if we then want to enter ALL geproducts over €20, regardless of whether it is a child or not?

• With option A we will NOT be able to, since it has excluded all children and no product for children over €20 will be added.
• With option B, we can include products of more than €20, because there is nothing that restricts it.

Final note

The segmentation system is very powerful and gives us a lot of flexibility to filter and have only the products for the audience we want to impact: what we must take into account is what our need is to ensure that the rules we are using help us to include the products we want.

 

¿Do you still have doubts?