Account, campaign, and ad group performance

AdWords is organized into three layers (levels): account, campaigns, and ad groups. By familiarizing yourself with the different levels of your AdWords account, you can easily find the exact performance data you're looking for.

Keeping the three levels in mind, you can customize your view of your performance data to make it as broad or specific as you want. To help you navigate, the side panel of your AdWords account starts with the broadest level -- "All campaigns" -- and narrows in focus as it moves downward. After clicking on an individual campaign, you'll see the ad groups contained in each one.

Your account is associated with a unique email address, password, and billing information. For reporting purposes, though, it's helpful to think of your account as a collection of campaigns. If you want to see performance data for your entire account, click All campaigns in the side panel of your AdWords account. Totals for all of the rows are listed at the bottom of your statistics table.

See data for your entire account

Here's how to get a quick overview of your overall AdWords performance:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Dimensions tab.
  4. Click the View button to select the time period that you'd like to use to organize your statistics.
  5. Once your statistics table looks the way you want, just click the download button Download icon to download it as a report.

Tip: Use the campaign type selector

You can use the campaign type selector to switch easily between reporting views by campaign type, like Shopping or Display Network. This option appears as a drop-down menu next to All campaigns in the side navigation menu if you have more than one campaign type in your account. You'll only be able to select a given campaign type if your account actually contains that type of campaign.

Your campaign data

An individual campaign has its own budget and settings that determine where your ads appear, and is made up of a collection of ad groups. Each of your campaigns is listed in the side panel of your AdWords account, and they also appear when you click the Campaigns tab in the middle of your screen.

Multiple Campaigns See campaign data

Here's how to view your campaign performance data:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the name of the campaign that interests you to see how its ad groups are performing. To view specific campaigns for your report, click the Filter button to set up a campaign filter.
  4. Once your statistics table looks the way you want, just click the download button Download icon to download it as a report.

Campaign details reports provide a way to see which features and settings are enabled in each of your campaigns. Here’s how to view campaign details reports:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Dimensions subtab.
  4. From the “View” drop-down, choose Campaign details.

Your ad group data

Your ad group contains a set of similar ads and the words and phrases, known as keywords, that you want to trigger your ads to show. When you click on a campaign, AdWords will show you a view of the campaign's performance broken out by its individual ad groups. You can also see ad group data by clicking the Ad groups tab in the middle of your screen.

See a list of ad groups and the Ad groups tab See ad group data

Here’s how to view your ad group performance data:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Pick the ad groups that interest you.
    • To include all the ad groups from a specific campaign, click the campaign name in the table. You'll be taken to the "Ad groups" tab for that campaign.
    • To include all the ad groups in your account, click the Ad groups tab while viewing "All campaigns."
    • To include specific ad groups from different campaigns, first click the Ad groups tab while viewing "All campaigns." Then click the Filter button to set up an ad group filter.

Ad group details reports provide a way to see which features and settings are enabled in each of your ad groups. Here’s how to view ad group details reports:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Dimensions subtab.
  4. From the “View” drop-down, choose Ad group details.

Example

Let's look at how a business might set up its AdWords campaigns and ad groups. The account belongs to a chocolate maker (yum!) who wants to advertise its products to increase online sales.

The owners decide to organize their advertising efforts into two campaigns. One campaign promotes their new line of chocolate bars, and the second promotes their holiday gift boxes. They split each campaign into targeted, relevant ad groups. One of the ad groups for the chocolate bar campaign is dedicated to the company's popular raspberry bar. Another is dedicated to a caramel bar, and a third to a chocolate bar infused with ginger. Here's what this account looks like:

Account:
Chocolate Maker
 
Campaign 1:
Chocolate bars
Campaign 2:
Valentine's Day gift boxes
Ad groups:
Raspberry bar
Caramel bar
Ginger bar
Ad groups:
30% off gift boxes
Free shipping on gift boxes
Luxury Valentine's chocolate

Each ad group can have multiple ads within it. This helps the chocolate maker compare performance for different ad text, for example, and see whether one version resulted in more clicks or sales than another.

Once you're familiar with the structure of your AdWords account, you can view and customize the data in your statistics table, and download reports to monitor the performance of your campaigns, individual campaigns, and ad groups -- as well as your ads and keywords.

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