30 AdWords Tips in 30 Days - Day #12 - Use the Dimensions Tab
@ScottyD wrote a great article on What the AdWords Dimensions Tab is and How to Use It and I won't plagiarize him, but I would be remiss to not include the Dimensions Tab when discussing 30 AdWords Tips.
Tip #12 - Use the AdWords Dimensions Tab
The AdWords Dimensions Tab lets advertisers "slice and dice your data by the dimension of your choice across an ad group, a campaign, or your entire account." It is a great resource for all advertisers to see enhanced AdWords performance data and to find deep AdWords insights.
In previous articles we've talked about optimizing your AdWords Accounts, the Dimensions Tab is a great resource for finding optimization opportunities. Maybe a certain geographic area is a top driver of Conversions to your site; maybe some of your Destination URLs never lead to a Conversion; maybe your AdWords performance varies wildly by Hour of Day or Day of Week; the Dimensions Tab has all this data.
What can I find in the AdWords Dimensions Tab?
- Top Movers - The Top Movers Report will quickly show Advertisers what Campaigns/Ad Groups have experienced the biggest increases/decreases in Clicks, Costs, Conversions, etc. It's a great way to get a high-level overview for how recent performance compares to previous performance.
- Paid & Organic - The Paid & Organic Report shows advertisers how their Search Terms perform when they have an Ad, organic listing, or both appearing in the Google Search Results.
- Distance - The Distance Report shows AdWords performance data by distance from Locations Extensions.
- Reach & Frequency
- Destination URL
- User Locations
- Search Terms
- Automatic Placements
- Free Clicks
- Call Details
How should I start using the Dimensions Tab?
The Dimensions Tab can be very overwhelming - it contains a ton of data, and some of it you really have to slice and dice to make any sense of it. For advertisers just starting out using it, here are three easy reports to look at first -
1. Time - The Time Dimension will show advertisers their performance as granular as Hour of the Day, and also by Day of Week. If poor performance is seen in certain segments of time, perhaps Ad Scheduling should be considered. If great performance is seen in certain segments, perhaps advertisers might increase bids by segments of time.
2. Destination URL - The Destination URL Dimension will show advertisers how their Destination URLs perform. Perhaps some Destination URLs lead to more Conversions than others; perhaps Destination URLs should be updated.
3. Geographic - The Geographic Dimension could show advertisers that they perform really well, or really poorly in certain markets. Using this data, advertisers can consider increasing bids in geographic markets, or perhaps excluding certain geographic markets.
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