This week I would like to explore the dimensions tab in Google AdWords.
It is being quietly developed and houses some important insight into how your advertising is performing across metrics that are not always looked at. The data we will review helps bridge the gap between PPC efforts and other advertising efforts and business cycles.
So let’s find new ways to look at your advertising and see what information can be gleaned from it!
First, we have to make sure you can access the data. If you haven’t used the dimension tab, you have to activate. First look to the end of the tabs with in the Campaign section and select the drop down.
You will then want to check the dimensions checkbox and hit ok.
Now let’s go into the tab and see what dimensions are available. Currently, Google is giving us 15 different views into how the account is performing.
Let’s take a look at each one more closely.
The 15 different dimensions offered can be loosely aligned in 4 different sets.
The first one contains the most different dimensions, and they are all related to time. The one I use the most would have to be day of the week. This allow us to see how the performance is tracked through the week. When you apply it 2-3 months worth of data, you can see trends emerge.
You can also look at day-by-day performance. To see larger trends emerging week-by-week and month-by-month dimensions will give you that. You can also track quarter-over-quarter and year-over-year data which is handy for executive reports.
The next set helps you see in to more complex campaigns and multi-level advertising efforts. Here you can track the effectiveness of a destination url; this is very helpful when you want to test landing pages across different ad groups and campaigns. AdWords now crunches all of the data, instead of manually doing it off line after compiling a number of reports.
You can also look at how different conversions perform if you have different events set up. Both by their name, as well as the purpose that is selected when you setup the conversion.
The third set looks at traditional advertising metrics, including demographic and geographic reach. This is the data that can best be aligned with additional advertising efforts and coordinating a total marketing plan. It provides great executive insight into who your advertising is reaching and where there may be growth opportunities.
The last set provides insight into Google’s advertising network, including search terms and automatic placements for content or display network targets. The search terms are helpful and can roll up similar searches that may be reached through different ad groups. The same can be said for the placements dimension which can show you content network traffic that may be coming from the same domains across different targets.
The last dimension is the Free Clicks report.
This is a new dimension that Google announced a couple of weeks ago. It shows when elements of your ads are clicked – and you are not charged. This is different than the invalid clicks report that Sarah produced a video about a couple of weeks ago, as these are valid ways that consumers are interacting with your ads, but you are not being charged. This includes expanding extensions, playing a portion of your video ad, interacting (but not clicking) on ads made in the Display ad builder, and looking up your address for directions (if you are using local extensions).
As ads become more complex, this report will grow. It will allow you to measure the impact of your ads beyond the conversion event (or events) you have set up.
So, now that we have seen the different dimensions that are offered lets take a closer look at the insight they offer.
You can choose a number of metrics for the dimensions, but they are not always populated. For instance, you cannot see conversions by hour of the day due to how conversions are measured. For some of them, you can see total conversion value (or revenue for retailers) which is always helpful but not for all.
To see what data is available, click on the columns button and choose the stats you want to see.
To really unleash the data, you can download the stats in to excel.
These reports can be scheduled and automatically sent, once you find a very helpful dimension into your performance. You can also add segments, to provide multi-dimensional reports, including day of the week & hour of the day for example. Or day of the week and destination url. (Like I mentioned, I really like the day of the week report). Some additional segments that are made available include: network, device, and click type (what element was clicked on).
Now that we have reviewed these dimensions, go explore your advertising from a different perspective!