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.

Guided tour: Reports

Click the "Show me how" button below to go to your account and be guided through key performance metrics. At the end, you’ll also learn how to add useful new columns. Or, you can read the instructions below.


Show me how

Viewing your ad performance

Follow these steps to get to the Ads tab:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab at the top.
  3. Click the Ads tab in the middle of the page.
Ads tab

See how your ads are doing by monitoring these columns in the Ads tab:

  • 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.

Viewing your keyword performance

Follow these steps to get to the Keywords tab:

  1. Sign in to your AdWords account at https://adwords.google.com.
  2. Click the Campaigns tab at the top.
  3. Click the Keywords tab in the middle of the page.
Keywords tab

See how your keywords are doing by monitoring these columns in the Keywords tab:

  1. Status: This shows if your keywords are running. For example, an "Eligible" status means your keyword can trigger ads. Click the bubble Speech Bubble next to each keyword's status to see more performance details such as Quality Score. To see information about many keywords at once, click the Keyword details drop-down button, then select Diagnose keywords.
  2. 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.
  3. 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 account statistics by clicking Customize columns, then enabling "Qual. Score" in the Attributes settings.

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.