The Tools tab
The Tools tab provides direct links to a variety of AdWords account tools. Use these tools to monitor and make changes to your account, ads, ad groups and keywords.
Below are explanations of the tools that you'll find in this tab? Just click the name of an individual tool to get an overview of what it can do for you.1. Change History
The Change History tool displays changes you've made to your account during the last two years. With easy access to your account history, you can make sense of performance changes, and keep track of how you've managed your account in the past.
The Conversions section can reveal what happens after people click your ads. Do they purchase your product? Or sign up for your newsletter? To track this information, simply use a free tool called conversion tracking. By knowing more about your conversions, you'll also understand which keywords are good for your business, so that you can invest more money in your best words and boost your ROI.
After you've set up Conversion Tracking, you'll find a complete summary of your conversion data here, to complement the reporting that you'll find within the Campaigns tab.
Attribution is a set of reports about your conversions. Once you’ve set up conversion tracking, attribution reports show you the paths that customers take to completing a conversion, and attribute the conversion to different ads, clicks and dimensions along the way. With these in-depth insights into customer behaviour, you can better optimise your advertising to reach people when they’re considering taking an action valuable to your business.
Find out more about attribution reports.
Google Analytics show you how people found your site and how they explored it. Using this information, you can improve your website's ROI, increase conversions and find out how to provide a better experience for your customers. With Analytics, you can also set up goals (website pages that serve as conversions for your site) and import them into AdWords. Some examples of conversion pages are a "thank you" page after a user has submitted information through a form, or a purchase confirmation page.
Keyword Planner helps you to build new Search Network campaigns or expand existing ones. You can search for keyword and ad group ideas and even see how a list of keywords might perform. That's important because the keywords that you create for a given ad group are used to target your ads to potential customers. In other words, good keywords can help you to show your ads to the customers that you want, when you want. Keyword Planner can also help you to choose competitive bids and budgets to use with your campaigns.
Display Planner is good to use if you've chosen to run ads on the Google Display Network. On the Display Network, you can target your text, image, video or rich media ads to show on specific sites, pages, apps or videos across the network. Display Planner helps you plan your Display Network campaigns by suggesting keywords, interests, topics, placements, demographic groups and remarketing lists to target. Along with all the ideas that it suggests, you'll see estimates for cost and reach based on historical data.
Use the Ad Preview and Diagnosis tool to search for your ad just as you would on a regular Google search results page. This is an easy way to check how your ad appears, and you get the exact same results as a Google search without accumulating any impressions (so that there's no cost to you). If your ad isn't showing, the tool will explain why and provide steps to help you get it up and running.