When a marketer logs into an AdWords account, their eyes are fixated on the converted clicks and cost/converted clicks columns. They start incessantly drilling into campaigns, ad groups, and finally ads/keywords-looking for opportunities to yield additional conversions, at lower prices.

The next time you log into your account, pause at each level, and take a sip of coffee. Before you're tempted to drill down further, click the "segment" tab to reveal additional viewpoints.