Lessons Catalog

Lesson 2b: Account Navigation

The Ad Group Details page divides information into four tabs: Summary, Keywords, Placements, and Ad Variations.

1. Summary: The summary view is the overview of the ad group. It gives you overall statistics for State, Current Bid, Clicks, Impressions (Impr.), Clickthrough Rate (CTR), Average CPC or CPM, Cost, and Average Position. Conversion rate columns are added for those using conversion tracking. You can also pause or delete an ad group here.
   
   Some of the functionality and column headers on this page mirror those we've seen in previous topics.
   
   
   • State: The current campaign settings for this campaign. Each network option is either on or off. If your campaign settings call for either placements or keywords, and this ad group does not include placements or keywords, then you'll see the message None selected.
   • Current Bid: The amount you're bidding per click (CPC) or per 1000 impressions (CPM)
   • Clicks: The clicks accrued for the ads in the ad group
   • Impressions: The number of times the ad is displayed on Google and on the Google Network
   • CTR (clickthrough Rate): The number of clicks divided by the number of impressions that the ads in the ad group have received
   • Average CPC or CPM: Either CPC or CPM will be shown here, depending on which type of bidding you've chosen in your campaign settings. The average CPC is the average cost for all variations of your keywords. The average CPM is the average price you're paying per 1000 impressions of your ads in the ad group.
   • Cost: The actual cost accrued for clicks or impressions the ad receives in the ad group.
   • Average Position: The average position where your ad appears relative to other ads. This is only for ads with CPC bidding. (The message N/A will appear otherwise.) Your ads may appear for variations of your keyword. Your position varies according to your CPC bid and your keywords.
   
   
2. Keywords: Shows the keywords you have chosen for this ad group, and how they are performing.
   
   You can add new keywords, edit existing ones, edit bids, and view their current status. Many of the statistics are similar to the 'Summary' tab above — but specific to keywords. Here are some additional functions:
   
   
   • Magnifying glass icon: Point your mouse over the icon next to the keyword to see whether a keyword is showing ads. If the ad isn't showing, you'll see a quick summary of the issue.
   • Add new keywords: Add keywords by clicking the 'Quick add' or 'Keyword tool' links at the top of the table. Click 'Keyword tool' if you want help finding new keywords for your ad group.
   • Edit keywords: Click 'Edit keywords' to make changes to existing keywords. Then add, edit, or delete keywords. You can also enter a new bid.
   • Search this list: Search the ad group for keywords by clicking the 'Search this list' function. Select the text or stats you are interested in, then click 'Search.' You'll see a list of only those keywords that fit your parameters. Click 'Return to Full List' when you're ready to go back to the normal ad group view.
   
   
3. Placements: Shows the placements you have chosen for this ad group, and how they are performing.
   
   You can add new placements, edit existing ones, edit bids, and view their current status. Many of the statistics are similar to the 'Summary' tab above — but specific to placements. Here are some additional functions:
   
   
   • Add placements: Add placements by clicking the 'Add placements' link at the top of the table. That will take you to the Placement Tool, which will help you find and select new URLs.
   • Edit placements and bids: Click 'Edit placements and bids' to add or remove placements or change bids.
   • Search this list: Search the ad group for placements by clicking the 'Search this list' function. Select the placements or stats you are interested in, then click 'Search.' You'll see a list of only those placements that fit your parameters. Click 'Return to Full List' when you're ready to go back to the normal ad group view.
   
   
4. Ad Variations: This tab displays all the different ads you've created for the ad group. (Each ad is called a 'variation.') You can create new ads or edit existing ones. The ad-by-ad stats should help you determine which messages are reaching your users in the most powerful way.
   
   We encourage AdWords advertisers to create multiple ads within each ad group, and to discover which ad messages work best with potential customers.
   
   
   • Create ads: Click the type of ad you want to create at the top of the table — either 'Text ad' or other ad types. Depending on availability, other ad types may include image ads, video ads, mobile text ads, or local business ads. Follow the instructions to create your ad.
   • Edit ads: Click the 'Edit' link next to any ad (under the 'Actions' column) to make changes.
   • Pause, unpause, or delete ads: Check the box next to the ad you want to pause, unpause, or delete, and click the appropriate button at the top of the table. To perform the same action across all the ads in an ad group, check the box next to 'Variations,' and then click the appropriate button.
   • See data from all tabs: Click the 'View all tabs at once' link found in the lower right-hand corner of the page to see the data from all tabs displayed on one page.