Using Dimensions in AdWords to Optimize Campaigns
Google AdWords needn’t be difficult to manage and you don’t need expensive tools like WordStream nor Marin if you’re a small company or have a small budget under $2,000 per month. AdWords offers several amazing tools out of the box that are simple to use and provide great optimization benefits. Below are a few easy dimensions AdWords provides that can help you spend your money more efficiently.
AdWords Dimension: Hour of Day
Since you set AdWords budgets by day often times clients run out of money before the day is done. Now, AdWords does have the option of spreading your budget more evenly throughout the timeframe you select but even then it is possible to miss out on qualified visitors. By seeing what times of day searchers not only click on your ads but also go through and convert you are able to adjust your budget for a more optimized timeframe. For instance, on one client’s account we found that PPC conversions only happened over the span of nine to three. So we adjusted the budgets and our Cost Per Acquisition (CPA) sank dramatically as a result!
AdWords Dimension: Day of Week
Similar to Hour of Day the Day of Week dimension allows you to target your spend even more effectively. Knowing the exact days that searchers click and convert more allows you to target those days only or perhaps spend less on those days. This helps further reduce your CPA and optimizes your overall monthly spend.
AdWords Dimension: Geographic
If you are a nationwide brand it is often tempting to target the entire United States with your PPC campaigns. However different geographies convert better than others. The Geographic dimension allows you to see State, Region, Metro, City and Most Specific Location data. Additionally you can also see if a searchers was physically in a certain location or if they were just searching terms about the location. This may help with travel, mortgage, or other companies that serve customers outside their local geography.
Use these great reports to better optimize your PPC budget and drive more conversions!