Understanding How Segmentation Text and Agency Name Matching Works in Content Segmentation

When creating marketing campaigns using our content segmentation feature, you have the flexibility to target specific listings by utilizing "segmentation text" or "agency name." This article will guide you through how these content matching works for these segmentation criteria, with practical examples to help you make the most of this feature.

What is Segmentation Text?

When importing your feed, each listing can be assigned a unique segmentation text—a text string that can include letters, numbers, and special characters like underscores (_) and spaces. This text acts as a label or tag, allowing you to group and identify listings based on certain criteria.

What is Agency Name?

Listings for the Homes vertical can include the name of the real estate agency that manages them.  The agency name is a text string that can include letters, numbers, and special characters like underscores (_) and spaces. This text acts as a label or tag, allowing you to group and identify listings based on certain criteria.

How Segmentation Text and Agency Name Matching Works

When you set up a campaign, you can specify multiple segmentation text and agency name values. These values act as a logical OR, meaning if any of the values match the segmentation text of a listing, that listing will be included in your campaign.

Important Note: The matching is based on entire keywords. This means that for a listing to be included in a campaign, its value must exactly match one of the entire values you enter—either as a whole string or a distinct word within the segmentation text.

Let’s look at some practical examples to clarify how this works.

Example 1: Simple Matching

• Campaign Segmentation Text Value: high
• Listings and Their Segmentation Texts:
  • Listing A: high
  • Listing B: rent_high
  • Listing C: rent high

Results:

• Included Listings: Listing A and Listing C
• Excluded Listings: Listing B

Explanation:

• Listing A is included because its segmentation text is an exact match.
• Listing C is included because it contains the entire word "high" as a separate word within the segmentation text.
• Listing B is excluded because "high" is part of a larger word ("rent_high") and not a standalone match.

Example 2: Multiple Values Matching

• Campaign Agency Name Values: London, express
• Listings and Their Segmentation Texts:
  • Listing D: London
  • Listing E: London express
  • Listing F: London_express
  • Listing G: Brighton express

Results:

• Included Listings: Listing D, Listing E, and Listing G
• Excluded Listings: Listing F

Explanation:

• Listing D is included because "London" is an exact match.
• Listing E is included because it contains both "London" and "express" as separate words.
• Listing G is included because "express" appears as a separate word.
• Listing F is excluded because neither "London" nor "express" appear as standalone words.

Example 3: Special Characters in Segmentation Text

• Campaign Segmentation Text Value: promo_deal
• Listings and Their Segmentation Texts:
  • Listing H: promo_deal
  • Listing I: deal promo
  • Listing J: promotional_deal

Results:

• Included Listings: Listing H
• Excluded Listings: Listing I and Listing J

Explanation:

• Listing H is included because it exactly matches the segmentation text value.
• Listing I is excluded because, although it contains both "promo" and "deal," they are not together as "promo_deal."
• Listing J is excluded because "promo_deal" does not match "promotional_deal."

Key Takeaways

• Exact Match: For a listing to be included, the segmentation text or agency name must match one of the specified values exactly as a whole word or phrase.
• Logical OR: Multiple values increase the chances of including a listing if any of the values match.
• Special Characters: Be mindful of underscores, spaces, and other special characters, as they affect how the listings are matched.

By understanding how segmentation text and agency name matching works, you can create more effective campaigns, ensuring that the right listings are promoted to the right audience.