2. AGENDA
Overview of what the dimensions tab is
A step-by-step guide through each option in the dimensions tab with
possible actionable items and then a case study of a real-life example
where we’ve used the data to improve accounts.
Summary
Resources
Questions
3. WHAT IS IT?
From the AdWords Help Section: “The Dimensions tab lets you slice
and dice your data by the dimension of your choice across an ad
group, a campaign, or your entire account. You can use Dimensions to
view statistics that cut across other AdWords tabs. For example, you
can view your total stats by month, hour, or geographic region. You
could customize your table to compare your total clicks in January
across ad groups, or see individual cities where your clicks came
from.”
Look at this adorable, little guy! ^
5. TIIIIIME, IS ON MY SIDE. YES IT IS!
• Day Parting
• Seasonal Trends
• Quickly compare frames of time, Month over
Month, Quarter over Quarter, Year over Year,
etc.
• Easily check for what’s changed by day or week
to see what metrics need fixed.
6. CASE STUDY
• Lead Generation Client
• Identified several trends in reviewing time, specifically that
Tuesdays, Wednesdays, and Thursdays are great. Bid up to
125% on those days.
• Conversion rate was increased from 1.31% to 1.45% and
CTR has increased from .36% to .44%.
7. CONVERSIONS
• By Tracking purpose
• Purchase/Sale
• Signup
• Lead
• View of a Key Page
• Other
• By Action name
8. REACH AND FREQUENCY
• Must be opted into the Display Network.
Must be CPM or CPC in addition to interests
and/or frequency capping.
• Get the data for frequency capping.
9. LABELS
• Spankin’ new feature
• Label by campaign, ad
group, ads, or keyword.
• View aggregate performance by
label.
• Discover areas that need further
segmentation, areas to expand
and focus on, areas to cut bait
with.
10. DESTINATION URL
• Incredibly important part of ad
testing for conversion rate
optimization.
• Easily toggle between
account, campaign, and ad
group specific data.
11. CASE STUDY
• E-commerce client
• In one high spend ad group, I look at the destination
URLs in the dimensions tab, and noticed one Dest. URL
over a one month period had a 2.65% conversion rate
over the competing destination URL, which had a .88%
conversion rate.
• I decided to send all of my traffic to the destination URL
with the better conversion rate, and I was able to increase
conversions by 10%.
12. GEOGRAPHIC & USER LOCATIONS
• Geographic data shows
your customers’ physical
locations or loctations
they’ve shown interest in.
• User location shows the
actual physical location of
the searcher, regardless of
intent.
• Use these reports to decide
location targeting settings.
13. CASE STUDY
• Lead Generation client
• Noticed we had higher conversion rates in a handful of
cities.
• Decided to pull them out from other campaigns to target
separately, so we could make specific bids based on their
higher conversion rates. Split them into East
Coast, Central, Pacific, and Mountain cities.
This, ideally, would lead to easier day parting.
• Increased conversions by 15%
16. FREE CLICKS!!!!
• Get Directions
• Display Ad Mouse Over for at Least 1
second
• Video Play x%
• Product Plusbox Expansion
17. CALL DETAILS
• Call start time
• Call end time
• Caller area code
• Call type
18. • Time SUMMARY
• Conversions
• Reach and Frequency
• Labels
• Destination URL
• Geographics
• User Locations
• Search Terms
• Automatic Placements
• Free Clicks
• Call Details
19. RESOURCES
Geographic and user locations
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2453994
Using labels in AdWords
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2475865
Measuring reach and frequency
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2472714
20. NEXT WEBINAR
Tips to Build a Mutually Beneficial Agency Relationship
Presented by Paid Search Consultant Kayla Kurtz
June 26th, 1-2pm EDT
