There are quite a few excellent features in AdWords which can help business owners manage and optimize their own Google Shopping campaigns.
One stand out as oft not used nearly as much as they probably should be. Today we wanted to share not only what it is but how it can be used to help you optimize campaigns.
Not exclusive to Shopping campaigns but Dimensions in AdWords hold a wealth of information seldom acknowledged by retailers managing their own campaigns.
When it came to Text Ads and even Display, Dimensions were more commonly used to find segmented performance data related to Location and/or Time.
For Shopping campaigns, however, Dimensions help you drill down to a bit more a granular level. For those not working with certain campaign structures, Dimensions can help uncover ID-level performance or performance based on a few other Shopping attributes from your feed.
Where Are Dimensions?
At either the campaign or ad group level, Dimensions are the far most right tab in your AdWords UI. If you have multiple ad groups then you would have to look at Dimensions for each to see products that live within each specific ad group.
What Can You Do With Dimensions?
It really depends more on your campaign structure than anything else but one example is to use Dimensions to find top performers in your specific segments. Even more so though, it can reveal certain limitations of common campaign structures.
Pro Tip: Relying solely on AdWords data to make informed decisions about managing your campaigns is not a best practice for ecommerce especially. There are a number of vital metrics to be found elsewhere such as in Google Analytics. Always try to ensure that you are still considering the big picture so as not to leave any stone unturned. Google Analytics holds an entirely different array of data points that retailers should be taking into account as they analyze Shopping campaign performance over time.
Comparing Shopping Subdivisions
Many retailers and agencies resort to structuring their Shopping campaigns by Category (Google Product Category) for efficiency reasons. While you may be able to gather a general understanding of how each specific category might be performing from the side of your product groups, Dimension reports provide an even better environment for multi-layer analysis and comparison.
As you’ll see below we were to take this campaign and use Dimensions to display Category-specific data. Using this report, we can begin to compare how each top-level category performs against the other and, within the same top category, see how each sub-category performs as well.
We can see that the driving force behind conversions for this campaign falls with “Shirts & Tops.” If you have a campaign structure that allows for it, you can potentially further subdivide your “Shirts & Tops” product group to a more granular ID-level to see exactly which ID’s are responsible for the majority of both wasted ad spend and profitable ROAS.
You can get very granular using Dimensions, all the way down to your individual product IDs to be exact.
While this could be very beneficial for those with pre-existing ID-level structures, it remains a report that may not be as readily useable for those without. It does help to reveal your top performing products which, in its own, is a priceless revelation.
You can use that data to monitor those specific IDs, but a much better use for it would be to create a “Top Performers” campaign instead.
Tips For The Top Performers Campaign
Essentially you can manipulate Shopping campaign Priorities and build an entirely new campaign and only add the IDs you wish based on your Dimensions report. Because you may be hard-pressed to find where exactly your Top performers live in your campaign, it could be even more difficult to try and subdivide existing product groups.
Using Dimensions, you could instead set your main campaign at a Medium Priority and create your new campaign at a High Priority and only house your “Top Performers” there and maybe at a slightly higher bid too.
If you then set a dedicated Budget to your Top Performers it will prioritize those products before they ever trigger in your main campaign. It’s a workaround that may take a bit more work but could prove extremely beneficial in the long run. You will want to make sure that your Top Performers campaign is subdivided to the ID-level. This will allow you to set unique Max CPC bids based on more granular performance metrics or even by product margins.