TRAV

EL BEYO

ND THE C

LICK

– CONVERSIO

NS FROM

ANOTHER “D

IMENSIO

N”

Presented by: Amanda West-Bookwalter

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

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! ^

WHAT OPTIONS DO YOU HAVE?

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.

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%.

CONVERSIONS• By Tracking purpose

• Purchase/Sale• Signup• Lead• View of a Key Page• Other

• By Action name

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.

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.

DESTINATION URL

• Incredibly important part of ad testing for conversion rate optimization.

• Easily toggle between account, campaign, and ad group specific data.

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%.

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.

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%

SEARCH TERMS• Pretty much the same as

the one under the keywords tab…

AUTOMATIC PLACEMENTS• Again, pretty much the same

as the one available under the Display Network tab…

FREE CLICKS!!!!

• Get Directions

• Display Ad Mouse Over for at Least 1 second

• Video Play x%

• Product Plusbox Expansion

CALL DETAILS

• Call start time

• Call end time

• Caller area code

• Call type

SUMMARY• Time

• Conversions

• Reach and Frequency

• Labels

• Destination URL

• Geographics

• User Locations

• Search Terms

• Automatic Placements

• Free Clicks

• Call Details

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

NEXT WEBINAR

Tips to Build a Mutually Beneficial Agency Relationship

Presented by Paid Search Consultant Kayla Kurtz

June 26th, 1-2pm EDT

QUESTIONS?!