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Use columns to find specific performance data

Columns in your statistics tables provide a variety of information about your account. Your column choices vary depending on which statistics table and tab you're viewing. You can choose which ones you'd like to see, and rearrange and save them in the order that you prefer. This way you can have all the data that’s most important to you available at a glance in your statistics table.

Here's how to add or remove columns in your statistics table:

  1. Sign in to your AdWords account.
  2. Click on the Campaigns tab.
  3. To see the data for a specific period, click on the date-range menu in the top corner of the page and select the time period that you'd like to analyse.
  4. Click one of the tabs that appear in the middle of the page, such as the Campaigns, Ad groups, Ads or Keywords tab.
  5. Click the Columns button above the statistics table.
  6. Select "Modify columns" from the drop-down menu.
  7. Choose which columns you'd like in your table. You can add or remove all of the columns in a single category by clicking on "Add all columns" or "Remove all columns".
  8. Drag and drop the columns to arrange them in the order that you prefer.
  9. If you want to save the columns for future use, select the "Save this set of columns" box and enter a title in the box that appears. Your saved columns will now appear in the "Modify columns" drop-down menu.
  10. Click on Save. If you've added columns, you'll see them appear in your statistics table.
  11. Once your statistics table looks the way that you want, you can download the data in a report. Just click on the download button Download icon.

Tip:

After you've added the columns that interest you, you can click on any column name to sort by that topic. For instance, click on the "Ad group" column to sort alphabetically by ad groups or click on the "Impressions" column to sort your ad groups from most impressions to least.

Common columns

Certain columns can be found on almost every tab of your AdWords account.

Status columns

The "Status" column on the Campaigns and Ad groups tabs displays information about the current state of individual campaigns or ad groups, and whether they're paused, removed, limited by budget or have another status.

  • On the Ads tab, the "Status" column shows you whether or not your ad is running and if not, whether it is paused, removed or disapproved.
  • On the Keywords tab, it shows you whether each keyword is eligible to trigger ads or is marked paused, removed, or disapproved, or has another status.

Get more information about campaign, ad group, ad and keyword statuses.

Attributes, Performance, Conversions and Call Details columns

Attributes columns

  • Bid strategy type: The name of the bid strategy that’s managing bids for your keywords, ad groups or campaigns. For example, if your campaign is using manual CPC bidding, then you'll see "CPC" in this column. Or, if your campaign is using automatic bidding, then you'll see "Auto" in this column. You might also see "(enhanced)", which means that AdWords is adjusting your Max. CPC bid to achieve your goal, such as maximising conversions.
  • Bid strategy: This is the flexible bid strategy that's managing bids for your keywords, ad groups or campaigns. Note that in this column, you'll see the name that you created for the flexible bid strategy. If you aren't using a flexible bid strategy, then you'll see a dash "-".

Performance columns

  • Clicks – When someone clicks your ad, like on the blue headline of a text ad, we count that as a click.
  • Impressions – An impression is counted each time your ad is shown on a search results page or other site on the Google Network.
  • CTR – A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing.
  • Avg. CPC – The amount paid for your ads divided by your total clicks. 
  • Avg. CPM – The average amount that you've been charged per 1,000 views of your ad (if you're using CPM bidding).
  • Cost – Cost is the total spend for all interactions, such as clicks for text ads and views for video ads.
  • Avg. Position – Avg. Position describes where your ad typically appears on the search results page compared with other ads.

Cross-campaign performance columns

When you're looking at multiple campaign types at once, you'll see additional cross-campaign reporting columns: “Interactions”, “Interaction rate” and “Average cost”. These columns report the key metrics relevant to each campaign type, which can help you measure at a glance how effectively your ads are meeting your advertising goals. For example, the “Interactions” column will show you the number of clicks for a Search campaign, the number of video views for a video campaign and so on. Find out more about interactions.

Conversions columns

If you've set up Conversion Tracking on your website, then these columns can give you insights into your conversion performance. Hover over the questions mark Question mark at the top of each column for a definition.

Assisted-conversion data from Attribution reports

These columns can help you understand the role your keywords play in the Google.co.uk searches leading up to a conversion. Often, the "last click" before a conversion gets all the credit because that's the click that leads directly to the sale, acquisition or sign-up that you're trying to get. But there are also helper keywords that might have guided your customers towards that conversion along the way. The assisted-conversion data from Attribution reports can give you a more complete picture of the value of your individual keywords when it comes to generating conversions. As with the conversions columns, you'll need to have conversion tracking set up on your website to view assisted-conversion data.

Call details columns

These columns provide reporting for calls from ads showing a Google forwarding phone number on desktops/laptops, tablets and high-end mobile devices, and can be found on the Ad Groups and Campaigns tabs. Find out which statistics are available in the Call details columns.

Columns that appear only on certain tabs

Some columns can only be found on certain AdWords account tabs. Here's what they can tell you about your performance:

% active (Shopping only)

The "% active" column shows you the current number of active products in your product group divided by the current number of products submitted for that product group. You can use this column to help you understand how your product data and your campaign settings affect the performance of your product group.

Where it's available

This column is available on the Product groups tab of a Shopping campaign.

What it means

To be active, a product needs to meet these requirements:

  • Product is approved in your Merchant Center account.
  • Product is active. The product's campaign and ad group are enabled and its product group is not excluded.

The requirements a product must meet to be active

If a product isn't active, it isn't available to be shown and you might be losing traffic.

Example

If your product group is set to "Excluded", 0% of your products are active. This means that none of your products can be shown.

Troubleshooting

You can use the "Product status" column on the Products tab to understand why an individual product is inactive. Here are a few of the common reasons and what you can do.

  • Your product is disapproved in your Merchant Center account. When your products are disapproved, they won't be available in your Shopping campaign. You can check your product's status in a few places to understand why the product is disapproved:

  • Your product is approved but inactive. This can happen for a few reasons. The campaign or ad group could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
% approved (Shopping only)

The "% approved" column shows you the current number of approved products in your product group divided by the current number of products submitted for that product group. You can use this column to help you understand how your product data affects the performance of your product group.

Where it's available

This column is available on the Product groups tab of a Shopping campaign.

What it means

To be approved, a product needs to be approved in your Merchant Center account. An approved product meets our policy and data quality requirements.

The requirements a product must meet to be active

If a product isn't approved, it isn't available to be shown and you might be losing traffic.

Example

If your product group has 80 products submitted and 60 are approved, 75% of your products are approved. This means that 25% of your products aren't able to be shown.

Troubleshooting

There are a few reasons why you might have disapproved products. You can check your product's status in a few places to understand why the product is disapproved:

% ready to serve (Shopping only)

"% ready to serve" is the current number of products that are ready to serve in your product group divided by the current number of products submitted for that product group. You can use this column to help understand how your product data and your campaign settings affect the performance of your product group.

Where it's available

This column is available on the Product groups tab of a Shopping campaign.

What it means

To be ready to serve, a product needs to meet these requirements:

  • Product is approved in your Merchant Center account.
  • Product is active. The product's campaign and ad group are enabled and its product group is not excluded.
  • Product is ready to serve. The product is in stock.

The requirements a product must meet to be active

If a product isn't ready to serve, it isn't available to be shown and you might be losing traffic. Ready-to-serve products are eligible to participate in the ad auction, but aren't guaranteed to receive impressions or clicks. If a product is ready to serve but it's not receiving impressions, it might be because the bid is too low, the budget is restricted or very few user searches can be matched. If there are few user searches that can be matched, consider adding more detail to your product title and description.

Example

If your product group has 10 products submitted but 4 products are out of stock, 60% of your products will be ready to serve. This means that 40% of your products won't be shown in ads.

Troubleshooting

You can use the "Product status" column on the Products tab to understand why an individual product isn't ready to serve. Here are a few of the common reasons and what you can do.

  • Your product is disapproved in your Merchant Center account. When your products are disapproved, they won't be available in your Shopping campaign. You can check your product's status in a few places to understand why the product is disapproved:

  • Your product is approved but inactive. This can happen for a few reasons. The campaign or ad group could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
  • Your product is out of stock. You provide your product's availability using the availability attribute in your product data. If your product's availability is set to out of stock, that product won't be ready to serve. When the product is ready to buy, make sure that you update the product's attribute to show that it's now in stock. Learn more about the availability attribute.
Active bid adj.

Your active bid adjustment is the type of bid adjustment that you've set. If you've set a mobile bid adjustment, for example, then you'll see "Device". You can increase or decrease your bids to bid more or less competitively across devices, locations, the time of day and more. Bid adjustments give you more control over when and where your ad is shown.

This column is only available on the Ad groups tab.

Ad type

This column is available on the Ads tab, and it indicates which type of ad you're running: text, image, mobile or video.

Bid simulator

These columns estimate how various bid changes might impact on your weekly Search Network traffic. Estimates are generally refreshed once a day, and reflect the last seven days of activity in your account from the day they're calculated (up to seven days ago).

The “Base Max. CPC” column lists the bids that AdWords used to create click and cost estimates for the other bid simulator columns. Please refer to it instead of the “Max. CPC bid” column when evaluating bid simulator results.

A “--” in the column means that there wasn't enough data to produce an estimate, or that the only data available to run a simulation was more than seven days old.

Note: the bid simulator columns provide estimates for how alternative bids might have affected your ad performance in the past. They aren’t meant to serve as predictions or guarantees of future ad performance. These columns won’t produce estimates for campaigns that use automatic CPC bidding or Conversion Optimiser, or for campaigns that spend their entire daily budget on a regular basis.

The columns for bid simulators with Search Network and Display Network campaigns are available on the Keywords tab. For Shopping campaigns, these columns are available on the Product groups tab.

Find out more about bid simulators.

Default Max. CPC

Your default maximum cost per click (Max. CPC) is the highest amount that you're willing to pay for a click. Your default Max. CPC bid is set at the ad group level, but you can override it by setting specific Max. CPCs for individual keywords. Note that you won't pay more than your Max. CPC, and often you'll pay less. You can see the average amount that you pay for clicks in the "Avg. CPC" column.

You might see an "auto" or "(enhanced)" label next to your bids. Here's what they mean:

  • Auto: This means that AdWords is automatically setting the bid that you see in this column. You might see "Auto" if your campaign is using automatic bidding or the target ROAS flexible bid strategy, for example. Note: these bid amounts can't be edited.
  • Enhanced: This means that the AdWords system is adjusting the bid shown on an auction-by-auction basis to achieve the goal of the bidding strategy that you're using, like maximising conversions for Enhanced CPC or maximising conversion value for target ROAS. Note that for each keyword in this ad group that's using the default bid, AdWords tries to set bids to roughly average the bid shown.

Bear in mind that the bids for some bidding strategies, such as target ROAS, can be both automatically set and enhanced. If you're using target ROAS, then the bid shown isn't used for Display Network auctions.

The "Default Max. CPC" column is only available on the Ad groups tab.

Dest. URL

The Landing page column can be found on the Keywords tab, amongst others. If you set a keyword-level landing page, then it will take priority over the landing page that you set for each ad. Let's say that you choose the following:

  • Ad final URL: www.example.com
  • Keyword: "apple", the ad will use www.example.com/apple instead of www.example.com as its Destination URL.

If your ad is triggered by the keyword "apple", then the ad will use www.example.com/apple instead of www.example.com as its Destination URL.

Est. first page bid / Est. top of page bid / Est. first pos. bid

The "Est. first page bid", "Est. top of page bid" and "Est. first pos. bid" metrics approximate the cost-per-click (CPC) bid needed for your ad to reach the first page, top of the page or first ad position of Google search results, respectively, when a search term exactly matches your keyword. The estimates are based on the Quality Score and current advertiser competition for that keyword.

In rare cases, the "Est. top of page bid" and the "Est. first pos. bid" may exceed US$100 and be denoted as >=US$100. When viewing "Est. top of page bid" and "Est. first pos. bid" in other currencies, you may see a similar annotation for the equivalent of US$100 in your preferred currency.

Note that these estimates aren't a guarantee of placement. Ad position is influenced by many factors, including other advertiser activity, search user activity, account settings and account activity such as budget changes. For all of these reasons, your ad may not be shown on the first page or at the top of the page, even if you meet the estimates.

These columns are only available on the Keywords tab.

Effective max. CPC (Shopping only)

In Shopping campaigns, you use product groups to set bids on your products. You can check the bid for each product by using the "effective max. CPC" column in the Products tab. This is the bid that's used in the ad auction to rank your products. It's the highest bid for an individual product in the campaign or ad group you selected, even taking campaign priorities into account. Click the value shown to jump to the product group that sets the bid so you can make adjustments.

Where it's available

This column is available on the Products tab of a Shopping campaign.

What it means

Your effective maximum cost per click is the most that you're willing to bid on an individual product in your ad group. If a product is excluded or if the campaign or ad groups is not enabled, you'll see "--" instead of a max. CPC bid amount.

The value you see doesn't include the following campaign settings:

  • Bid adjustments. This means that you might bid higher based on the bid adjustments that you've set. For example, if you placed a mobile bid adjustment of 300%, your effective max. CPC of US$1.00 could increase to US$3.00 when bidding for mobile ads. Learn more about bid adjustments

Example

You have a "Shoes" campaign with the product "Fast Trainers" in two ad groups. One ad group uses a max. CPC bid of US$1.20 for "Fast Trainers", while the other ad group uses a bid of US$3.00. When you look at "Fast Trainers" in the campaign's Products tab, you'll see an effective max. CPC of US$3.00, since that's the most you're willing to bid across all the ad groups that contain "Fast Trainers".

Troubleshooting

If you click on the value in the "effective max. CPC" column, you'll see the product group that set the bid. You can make adjustments to the bid from here.

Ad ID

This is the individual ID number of your ad. This column is only available on the Ads tab.

Image URL

If you've chosen to run image ads on the Display Network, the images are stored on Google's servers and referenced from this URL. This column is available on the Ads tab only.

Impression share, Lost IS (rank), Lost IS (budget), Exact match IS

Impression share is the percentage of impressions that you received divided by the estimated number of impressions you were eligible to receive.  Eligibility is based on your current ads' targeting settings, approval statuses, bids and Quality Scores. Get more details about impression share, Lost IS and Exact match IS.

This column is available on the Campaigns and Ad groups tabs. Impression share data is also available on the Dimensions tab "Time" reports.

Click share

Available only for Shopping campaigns. Click share is the clicks that you've received on the Search Network divided by the estimated maximum number of clicks that you could have received.

The maximum number of clicks that you could receive depends on the prominence of your ads and the number of ads that you show for a search query. These two factors are influenced by several other factors including your bid and the overall quality and relevance of your ads.

This column is available on the Product groups tab. Find out more about click share.

Invalid clicks/Invalid click rate

These columns indicate the number and percentage of clicks that were classified as invalid and automatically filtered from your account. You aren't charged for these clicks and they don't affect your account statistics. Data for invalid clicks is only available after 1 January 2006. Find out more about invalid clicks.

This column is only available on the Campaigns and Dimensions tabs.

Match type

For campaigns targeting the Google Search Network, you can use the following keyword match types: broad match, phrase match, exact match or negative match. These keyword matching options help you control who sees your ads. You might see more ad impressions, clicks and conversions with some match types, or fewer impressions and narrower targeting with others. The "Match type" column on the Keywords tab indicates which setting you chose for each keyword, and allows you to change the setting. Find out more about keyword match types.

This column is located on the Keywords tab.

Additional "match type" metrics are also available in AdWords:

Search terms match type segment: See your keyword data segmented by search terms match type; meaning the broad, phrase and exact match search terms that triggered your keyword. This allows you to compare statistics such as the clicks, impressions, click-through rates (CTRs) or conversion rates for the search terms that triggered your ad. Use this segmentation option to identify which keywords are driving the best performance for a particular search term match type.

"Match type" column in the search terms report: This column in your search terms report tells you which match type allowed the user to see your ad when they searched on a particular term. Use this information to improve your keyword list.

Max. CPC

Your maximum cost per click (Max. CPC) is the highest amount that you're willing to pay for a click. You can set specific Max. CPCs for individual keywords if you want to set higher or lower bids for individual keywords, based on their performance. Note that you won't pay more than your Max. CPC, and often you'll pay less. You can see the average amount that you pay for clicks in the "Avg. CPC" column.

You might see an "auto" or "(enhanced)" label next to your bids. Here's what they mean:

  • Auto: This means that AdWords is automatically setting the bid that you see in this column. You might see "Auto" if your campaign is using automatic bidding or the target ROAS flexible bid strategy, for example. Note: these bid amounts can't be edited.
  • Enhanced: This means that the AdWords system is adjusting the bid shown on an auction-by-auction basis to achieve the goal of the bidding strategy that you're using, like maximising conversions for Enhanced CPC or maximising conversion value for target ROAS. Note that for each keyword in this ad group that's using the default bid, AdWords tries to set bids to roughly average the bid shown.

Bear in mind that the bids for some bidding strategies, such as target ROAS, can be both automatically set and enhanced. If you're using target ROAS, then the bid shown isn't used for Display Network auctions.

The "Max. CPC" column is only available in the Keywords and Auto targets tabs.

Quality Score

This column displays your keyword's Quality Score, which is a measurement of how relevant and useful your ads and landing page are to a person seeing your ad.

This column is only available on the Keywords tab.

Product status (Shopping only)

The "product status" column shows you the current status of an individual product in your campaign. This column can help you understand whether your product is ready to serve.

Where it's available

This column is only available on the Products tab of a Shopping campaign.

What it means

Here are the statuses that can appear for a product and what you can do:

  • Disapproved: Your product is disapproved in your Merchant Center account. When your product is disapproved, it won't be available in your Shopping campaign. You'll see the reason for the disapproval in the product status column. If you click on the speech bubble (Ad disapproval bubble), you can see a more detailed explanation for a disapproval and what you can do to fix it. Remember that you can always check your product's status in Merchant Center to understand why the product is disapproved. Learn more about the product statuses in Merchant Center.
  • Inactive: Your product is in a campaign that's not active. This can happen for a few reasons. The campaign could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
  • Not ready to serve: Your product is out of stock. You provide your product's availability using the 'availability' attribute in your product data. If your product's availability is set to 'out of stock', that product won't be ready to serve. When the product is ready to buy, make sure that you update the product's attribute to show that it's now in stock. Learn more about the availability attribute.
  • Ready to serve: Your product is eligible to participate in the ad auction. Ready-to-serve products aren't guaranteed to receive impressions or clicks. If a product is ready to serve but it's not receiving impressions, it might be because the bid is too low, the budget is restricted or very few user searches can be matched. If there are few user searches that can be matched, consider adding more detail to your product title and description.
The requirements a product must meet to be active

Example

In your "Shoes" campaign, your product "Fast Trainers" has a product status of "Disapproved". This means that the product isn't eligible to participate in the ad auction and you'll need to troubleshoot the issue to get the product "Ready to serve".

Troubleshooting

If your product's status isn't shown as "Ready to serve", an ad for that product won't be able to appear to potential customers. You can use the status information above to understand why the status is appearing and what you can do to fix it.

Products active (Shopping only)

The "products active" column shows you the number of products in your product group that are currently active.

Where it's available

This column is available on the Product groups tab of a Shopping campaign.

What it means

To be active, a product needs to meet these requirements:

  • Product is approved in your Merchant Center account.
  • Product is active. The product's campaign and ad group are enabled and its product group is not excluded.
The requirements a product must meet to be active

If a product isn't active, it isn't available to be shown and you might be losing traffic.

Example

If your product group is excluded, 0 of your products are active.

Troubleshooting

You can use this column together with the "% active" column to understand how many of your submitted products have an active bid. If you expected a higher number of active products, consider reviewing your product data or campaign settings for these reasons:

  • Your product is disapproved in your Merchant Center account. When your products are disapproved, they won't be available in your Shopping campaign. You can check your product's status in a few places to understand why the product is disapproved:

  • Your product is approved but inactive. This can happen for a few reasons. The campaign or ad group could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
Products approved (Shopping only)

The "products approved" column shows you the number of products in your product group that are currently approved in Merchant Center.

Where it's available

This column is available on the Product groups tab of a Shopping campaign.

What it means

To be counted as approved, a product needs to be approved in your Merchant Center account. An approved product meets our policy and data quality requirements.

The requirements a product must meet to be active

If a product isn't approved, it isn't available to be shown and you might be losing traffic.

Example

If your product group contains 80 products but 20 products are disapproved, you'll see 60 products in the "products approved" column.

Troubleshooting

You can use this column together with the "% approved" column to understand how many of your submitted products are approved in Merchant Center. If you expected a higher number of approved products, consider troubleshooting your product data. You can check your product's status in a few places to understand why the product is disapproved:

Products submitted (Shopping only)

The "products submitted" column shows you the number of products in your product group that are currently submitted in your Merchant Center account.

Where it's available

This column is available on the Product groups tab of a Shopping campaign.

What it means

To be counted as submitted, a product needs to be added in your Merchant Center account using product data. A product that's expired in your Merchant Center account isn't counted as submitted. Learn about how to create and submit product data.

The requirements a product must meet to be active

If a product isn't submitted, it isn't available to be shown.

Example

You sell shoes and carry a line of 20 different trainers. You've already created product data for these 20 trainers and submitted it through Merchant Center. As a result, you can currently see 20 products submitted in your AdWords account. However, your business just started carrying a new line of 10 trainers in addition to the previous 20. Once you prepare the product data for the new shoes and submit them to Merchant Center, you'll have 30 products submitted.

Troubleshooting

If you expected a higher number of submitted products, make sure that you've submitted product data for any missing products. Learn about how to create and submit product data.

You can use this column together with other Shopping campaign columns to understand the performance of your campaigns. Other columns you may want to use include the following:

  • products approved
  • products active
  • products ready to serve
  • % approved
  • % active
  • % ready to serve
Products ready to serve (Shopping only)

The "products ready to serve" column shows you the number of products in your product group that are ready to serve and eligible to participate in the ad auction.

Where it's available

This column is available on the Product groups tab of a Shopping campaign.

What it means

To be ready to serve, a product needs to meet these requirements:

  • Product is approved in your Merchant Center account.
  • Product is active. The product's campaign and ad group are enabled and its product group is not excluded.
  • Product is ready to serve. The product is in stock.

The requirements a product must meet to be active

If a product isn't ready to serve, it isn't available to be shown and you might be losing traffic. Ready-to-serve products are eligible to participate in the ad auction, but aren't guaranteed to receive impressions or clicks. If a product is ready to serve but it's not receiving impressions, it might be because the bid is too low, the budget is restricted or very few user searches can be matched. If there are few user searches that can be matched, consider adding more detail to your product title and description.

Example

If your product group has 10 products submitted but 4 products are out of stock, 6 of your products are ready to serve.

Troubleshooting

You can use this column together with the "% ready to serve" column to understand how many of your submitted products are ready to serve. If you expected a higher number of ready to serve products, consider reviewing your product data or campaign settings for these reasons:

  • Your product is disapproved in your Merchant Center account. When your products are disapproved, they won't be available in your Shopping campaign. You can check your product's status in a few places to understand why the product is disapproved:

  • Your product is approved but inactive. This can happen for a few reasons. The campaign or ad group could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
  • Your product is out of stock. You provide your product's availability using the availability attribute in your product data. If your product's availability is set to out of stock, that product won't be ready to serve. When the product is ready to buy, make sure that you update the product's attribute to show that it's now in stock. Learn more about the availability attribute.
Relative CTR

Relative CTR is a measure of how your ads are performing on the Display Network compared with other advertisers' ads appearing on the same websites.

We calculate Relative CTR by dividing your click-through rate by the average click-through rate of all the advertisers on the placements where your ads are shown. Because this is a competitive metric, it's not static. It will change based on the websites on which your ad appears, and what other advertisers do.

This column is only available on the Campaigns and Ad groups tabs.

Example

Let's say that an advertiser who sells digital cameras is getting a Display Network CTR of 0.05%. The advertiser is appearing on a single page about photography on the Display Network with three other advertisers. The other advertisers are getting CTRs of 0.005%.

The first advertiser is getting a CTR that is 10x larger than the competitors' CTR (0.05%/0.005% = 10). Because people are more interested in this advertiser's products, this advertiser has a very high Relative CTR (10).

Served

This column indicates the percentage of time that your ad has been shown in relation to the rest of the active ads within the same ad group. This column is only available on the Ads tab.

Tip:

When you're comparing % served between two ads, make sure you adjust your date range to a period of time when both ads were running to produce an accurate comparison.

It's normal for the ad served percentage or the number of impressions accrued for each ad in your ad group to be different. The following factors influence how often a given ad appears:

  • Ad Rotation

    By default, all campaigns are set to optimised ad serving. This means that if one ad has a higher click-through rate (CTR), then it will show more frequently than the other ads in your ad group. This system automatically favours better-performing ads that drive more traffic to your website.

    You can opt out of optimised ad serving if you'd like the AdWords system to rotate your ads fairly evenly. If you do so, please note that your ads may still accrue different ad served percentages or numbers of impressions. This is because the AdWords system considers an ad's Quality Score when ranking it on a search result page. An ad with a high Quality Score may appear on the first page of search results, where it accrues an impression every time that it's served. On the other hand, an ad with a low Quality score might appear on the second page of search results, where it will only accrue an impression if the user clicks through to that page.

  • Time

    If an ad is created late in the day, it will have a lower ad served percentage at the end of the day than the existing ads. This difference will decrease over time.

  • Approval status

    If an ad has yet to be reviewed and approved, then it'll only be displayed on Google. If it isn't yet generating impressions on the Google Network, then an ad will have a lower ad served percentage.

Total cost

The total costs that a campaign has accrued during the time frame that you selected.

This column is only available on the Campaigns tab.

 

Tip:

 

It’s possible to compare performance across date ranges and see those results inside the columns in your statistics table. Find out how to compare performance across two time periods.

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