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Account, campaign and ad group performance

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

Bearing these three levels in mind, you can customise your view of your performance data to make it as broad or as specific as you want. To help you to navigate, the side panel of your AdWords account starts with the broadest level – "All campaigns" – and narrows in focus as it moves downwards. After clicking 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, then 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.

Introducing the Report Editor

There’s a new way to visually slice and dice your performance data: the Report Editor. The Report Editor is an analytical tool that allows you to engage with your data through multi-dimensional tables and charts. A few benefits of the Report Editor:

  • A simple drag-and-drop interface lets you quickly build and manipulate multi-dimensional tables and charts, reducing the need to download your data for deeper analysis. 
  • Multi-segment analysis lets you slice and dice your data with finer granularity in your tables and charts.
  • Custom charts let you quickly visualise the patterns and trends in your data.
  • Advanced filtering and sorting allow you to filter on segmented metrics (e.g., mobile clicks) and sort by multiple columns.

Find out how to explore your data with the Report Editor.

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 organise your statistics.
  5. Once your statistics table looks how you want it to, 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, such as 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 how you want it to, just click the download button Download icon to download it as a report.

Campaign details reports provide a way to see the features and settings that 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 menu, select 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 display. 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 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 on 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 menu, 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 their products to increase online sales.

The owners decide to organise their advertising efforts into two campaigns. One campaign promotes their new line of chocolate bars, and the second promotes their seasonal 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 delivery on gift boxes
Luxury Valentine's chocolate

Each ad group can have multiple ads within it. This helps the chocolate maker to 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 customise 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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