3 Underused Insights From AdWords’ Dimensions Tab

When it comes to finding insights about search performance that will make meaningful changes, people typically head right for bid and ad copy changes. There is no question about the value of using data to optimize your account with these levers. However, there are so many other levers that search marketers too often lose sight of and that is where the opportunities come in. One of the highest-value and lowest-used places for meaningful data comes from the Dimensions tab in AdWords. Here are three pieces of data that can be found in the Dimensions tab that often go unnoticed.


1. Geography

This is a great place to understand how consumers react to your ads. Many advertisers gloss over how much competition and brand awareness by location can impact performance. These differences can really add up, especially when you consider if you aren’t factoring geography into your performance. The data below shows the cost per application by state for one brand. The across various states is more than 50 percent. So that means there is opportunity to potentially lower your bids in the higher CPA state and increase bids in the lower CPA state. Volume certainly plays a part, but understanding these differences can really unlock some great insights.


2. Paid and Organic

You have read many case studies on the impact of both paid and organic search, but have you ever really optimized or tested it for yourself? This dimensions report can really help you understand the value and impact. You will find keywords that have no organic search coverage, but have great paid search value. What if you could crack the top 10 organically and increase your share of voice? What would the impact to your paid search listings be? These questions can start to get answered by reviewing the data in this tab. Consumers don’t think about what result they are clicking on – to many of them it’s just “search.” You can also get some data around listings per query organically. This helps you understand how much you dominate the page and can directly impact your results. So why do we so frequently silo the strategy and performance of these tactics? Just because the levers and way they work are different doesn’t mean that performance on the consumer end can’t be impacted in the same way.

3. Distance

Mobile is growing like a weed. You can’t stop it and I don’t think you really want to. While many brands still struggle with how to value mobile, the fact is your customers don’t. They love to use mobile to do almost everything. We have sold mortgages and #2 pencils via mobile. The distance dimension can help you understand from how far away your consumers are researching and purchasing. This data is as granular as less than 0.7 miles and more than 40 miles. Understanding the distance and ways consumer find and transact with your brands can be a powerful tool. You can start to modify your copy if you notice most people are buying from closer than 1 mile vs. a majority from farther away than 25. Location is a powerful signal in the evolving search space and marketers don’t take enough advantage of this knowledge today.


The amount of data that we have available to us as search marketers can be crippling at some level. However, it is that data that creates opportunities to separate ourselves from the competition. Also, don’t forget that these insights aren’t just for search. If you understand how consumers are converting across geographies you might think about your store opening strategy, or promotions that you run in market differently. All this data will can overwhelm you at times, but know that it is there to help you improve your campaign and those than can harness it correctly will win.

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A picture of Caroline Reynolds, VP of Paid Search at iProspect, giving her presentation at the CMA Digital Breakfast.
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