Benefits of Google AdWords Dimensions Tab
What is Google AdWords Dimension?
Accessing the Dimensions tab gives a digital marketer opportunity to analyze historical data from various viewpoints directly from the interface itself rather than having to download reports. This saves a lot of time for a digital marketer working on different Google Adwords accounts at the same time. The below-mentioned dimensions can help a marketer to be more specific & accordingly help in optimization as well as reporting:
- Reach and frequency:
- Destination URL
- User locations
- Search terms
- Automatic placements
- Free clicks
- Call details
This may seem like a large list to work through once mastered can make it look very easy to work upon. Before you can do that though let us check out where to find them & how they can actually help you.
Where can I see these Google AdWords Dimension Tab?
The Dimensions can be accessed in a few simple steps:
- After logging into your account select the level you wish to review the Dimensions at, i.e campaign level, ad group level or keyword level in Google Adwords.
- Next click on the Dimensions tab which is located on the right side of the tab row in Google Adwords.
- Click on the View: drop-down menu to be presented with a list.
- Select which Dimension you wish to analyze and ensure that you have columns enabled along with a suitable date range/time range.
What does each Dimension mean?
The statistics can sound like unfamiliar language initial & also some may find it though, but once understood it makes the job of a digital marketer very easy especially in optimizing the performance based on the client’s requirement. Let us take a detailed look at some of the dimensions:-
- Time– Many digital marketers when creating a Google Adwords campaign will be in a dilemma of when to set their ad scheduling as they are reluctant to miss out on potential business while at the same time do not want to attract irrelevant traffic and add extra expense. If Digital marketers have decided to let their Google Adwords campaign run for 24 hours a day then analyzing the Time section of Dimensions can help them to make a better decision when it comes to ad scheduling. Sorting the data by total conversions or cost per conversion, for example, will quickly identify which hours generate the most business and which generate the least and/or produce the worst return on investment. It is also interesting to note the average CTR at certain hours to establish whether there is a trend or pattern which can be given priority to get more desired results. Don’t forget that this data is not only restricted to an hourly basis but also days, weeks, months, quarterly & yearly basis which again helps you to see how seasons or certain times of the year may affect your Google Adwords campaigns and business.
- Conversions– Generally it is quick and easy to review conversion data directly from the standard Google Adwords campaign, ad group, keyword and ad level interface but not so simple to get a breakdown of your named conversions and types. This Dimension is ideal for seeing where particular conversion types are coming from within your account and also comparing the statistics for the different conversions at the same time. For example, if your website has two different calls to actions sign up now & visit now, one can easily track which off the two is giving more conversions.
- Reach and Frequency– This Dimension as a bit of a hybrid in the sense it is similar to Analytics but focused on Google AdWords. A digital marketer can review how many people viewed the ads and how many times they saw them over a particular period of time whether it be daily, weekly or monthly. The reach (referred to as “Unique users” within the Dimension) is the number of individual customers who have been exposed to an ad while the frequency is the average number of times a customer is exposed to an ad.
- Labels– If a digital marketer is utilizing labels then this is the best way to view a summary of how they are performing. You can sort the data however you want to make comparisons between the various assigned labels, so if I had labels to distinguish different locations within a city I target, for example, I could then sort my data by conversions to quickly identify which location is generating the most business for me.
- Destination URL– This allows you to see the performance for individual destination URLs / landing pages for a particular Google Adwords account. While it might appear to be a simple this information is just as important as everything else as it gives you the chance to identify which landing pages are performing well and which are not. If you notice that one destination URL is performing better than another within the same ad group for example then it is worth trying to improve the lesser performing landing page or focus on pushing the better performing one. It also gives your room to use split testing to your advantage as you constantly aim to create the best possible landing page for your ads.
- Geographic – The Geographic section within the Dimensions tab allows digital marketers to quickly see which countries, regions or even cities are involved in the campaign and to what effect. Sorting the stats by ROI related statistics (such as cost per conversion, total conversions etc) can help marketers see which areas are bringing in the majority of relevant business, and accordingly one can decide if a different campaign & a specific budget need to be added based on location. For example, if my client’s area of interest is Bangalore and after a certain period the statistics show Koramangala area is giving more conversions then, I would specifically target Koramangala with a different campaign & strategy.
- User locations– Similar to the Geographic Dimension, User locations gives you information on where the user is actually based when viewing your ad rather than what he or she is actually looking for. So if a user searched “Bangalore hotels” for example the Geographic Dimension would record the user’s date to be related to Bangalore whereas the User location Dimension pinpoints the actual location to be US in case the searcher is currently based in the US.
- Distance Targeting: Helps digital marketers target more specifically up to a particular radius. For example: Through Google ad words, Digital Marketers can target the specific location of Koramangala in Bangalore, rather than targeting entire Bangalore.
- Search terms– When reviewing keywords in your account you are basically checking out ‘general’ data in the sense that you aren’t actually seeing what has specifically triggered your ad when a broad or phrase match type has been used. The Search term Dimensions gives you a breakdown of the actual search queries that have allowed your ad to be displayed to a potential customer. For example, A marketer bids for the keyword “ Digital marketing courses in Bangalore” then any user typing good hotels in Bangalore the ad copy will be shown and in the search terms report, good hotels in Bangalore will show as a search term, a user used to reach to your ad copy.
- Automatic placements– Similar to the Search term Dimension but for the display network, the Automatic placements Dimension gives marketers the insight to see where the ads are being displayed across the network. One can sort the data depending on what he/she wishes to focus on and accordingly make changes. So if a digital marketer arranges the data by conversions for example and notices that particular placement is generating a significant amount of conversions, then he/she may include that in a managed placement and increase the max CPC to get the more desired result out of the ad copy.
- Free clicks– These are actions determined by Google to be considered free, examples include that of a user hovering their mouse over a display ad for at least one second or performing a display ad interaction as another example. This information can be useful in working out how users are interacting with your ads and whether they can be introduced to other parts of your account.
- Call details– If you are using Call Extensions for your client’s ad copy, this Dimension provides additional information relating to phone calls generated via AdWords. Each call has the following information recorded and presented within the Dimensions tab:
+ Call start time
+ Call end time
+ Caller area code
+ Phone cost
+ Call type
Reviewing this information can enable a marketer to determine various things such as callers from a specific area code generally have longer call duration to that of a different area code.
- Top movers
The Top Movers report shows Digital marketers the campaigns & ad groups that underwent the biggest changes & help in optimization accordingly.
How can it help?
Helps in understanding the problem in case the campaign has gone out of control
Keeping a watch of the overall performance of the account
Cost: The expense to date based on the number of clicks & Avg CPC incurred. The cost can be reduced by ensuring a good rank & quality score is maintained for keywords.
Interactions: The sessions or any kind of activity happening in the client’s website involving the audience. For example: When a user visits our website what all web pages he/she visits and how she interacts with the website along with the actions taken.
Paid Vs organic: Shows the statistics of performance for paid promotions vs organic results for the same keyword.
Dimensions tab can help a Digital Marketer & more specifically a digital market agency with multiple accounts and multiple campaigns to effectively optimize and work on the desired goals as set by the client.