Search
Clear search
Close search
Google apps
Main menu
true

Monitor your ads and keywords

If you really want to succeed with AdWords, you'll need to regularly review and refine your account's performance. In particular, you'll want to monitor the status and progress of both your ads and their keywords. This article explains where to find and how to interpret performance data in your account.

Instructions

Choose the AdWords experience you're using. Learn more

How to view your ad performance

  1. Sign in to your AdWords account.
  2. From the page menu on the left, click Ads & extensions.

See how your ads are doing by looking at these columns in the table:

  • Status: This shows if your ads are running. For example, an "Eligible" status means your ads may be served. See a list of ad statuses and what they mean.
  • CTR (Clickthrough rate): This is one of the main indicators of your ads' health. It shows how often people click your ad after seeing it. As a rule of thumb, a CTR under 1% on the Search Network indicates that your ads aren't targeted to a relevant audience. If you find that your CTR is lower than 1%, try improving your ads using these ad tips.
  • Avg. CPC (cost-per-click): Not to be confused with Max CPC, this shows the average amount you pay each time someone clicks your ad. Average CPC is determined by totalling the cost of all clicks and dividing it by the number of clicks. Here's an example: if your ad receives two clicks, one costing US$0.20 and one costing US$0.40, your average CPC for those clicks is US$0.30.

How to view your keyword performance

  1. Sign in to your AdWords account.
  2. From the page menu on the left, click Keywords.

See how your keywords are doing by looking at these columns in the table:

  • Status: This shows if your keywords are running. For example, an "Eligible" status means your keyword can trigger ads. Hover over each keyword's status to see more performance details such as Quality Score.
  • CTR (Clickthrough rate): This is one of the main indicators of your keywords' health. Keywords that are too general and produce a CTR lower than 1% on the Search Network can often be improved. Remove or refine those low-performing keywords and add more specific and targeted keywords.
  • Quality Score: This helps you monitor your keywords' Quality Score performance. The Quality Score column is disabled by default in new accounts, but you can make it show in your in the table by clicking the columns icon Columns and selecting Modify columns. Enable "Quality Score" in the Attributes settings, then click Apply.

Tip

Keep in mind that the performance of your ads and keywords can fluctuate. Web traffic varies from day to day, and this normal fluctuation may affect the performance of your campaign. In addition, current events can have the potential to dramatically influence the number of impressions and clicks you receive.

Was this article helpful?
How can we improve it?
New Previous
Reach more customers with an online ad

With AdWords, you can run ads on Google to stand out on local searches. Only pay when your ad is clicked. [Learn more]

Sign Up for AdWords