This report focuses specifically on traffic from your AdWords campaigns. As with your other campaigns, you want to know how well your AdWords campaigns are meeting your expectations: how many visitors they're bringing in, how much money those visitors are spending, the extent to which visitors are completing goals.
If you find that a campaign is bringing in lots of visitors, but a lot of them are leaving after viewing only one page (bouncing) or viewing a number of pages but not converting, then you may have a problem with the landing page associated with that campaign, or with the pages linked from the landing page. There may be jarring graphic inconsistencies between your campaign ads and the landing page to which those ads direct traffic, or the messaging or content of the landing page and linked pages may not be consistent with your campaign. You may be running a very specific campaign but rather than delivering visitors directly to the page for that product, you're delivering them to your homepage and forcing them to wander your site in search of the specific bit of information for which they came.
Use the Keyword view to see which of your keywords are performing best. If a keyword is drawing a lot of traffic, but has a high bounce rate or low revenue, it may be that a keyword is inconsistent with your site content or products. For example, you may use the keyword elbow joint to attract visitors to a site that sells residential plumbing supplies, but you may instead be drawing a lot visitors who are looking for relief from tennis elbow. In this case, you might want a less ambiguous keyword like copper elbow joint. If you see a keyword with a lot of revenue for the number of visits but the number of visits is low, you may want to raise your bid for that keyword so that it generates more impressions of your ads.
Use the Matched Search Query view to see which searches resulted in a display of your AdWords ads. Insight into exactly how users are searching for your type of product or service gives you an opportunity to refine your keyword list, reach a broader audience and display your ads more effectively.
In the Matched Search Query view, add the secondary dimension Keyword to see which search queries matched which keywords. You may see, for example, that a single keyword matched a variety of searches, brought in a lot of visitors and resulted in a lot of revenue. Good keyword choice. On the other hand, if a keyword matches only a single query string and doesn't result in much revenue, you may want to use a different match type; for example, if you're using an exact match with little success, you can move to a broad match.
You can sort the data table by the metric that is most important to you. For example, if you're looking at keywords and revenue is the metric in which you're most interested, click the Revenue heading to sort by how much revenue is associated with each keyword.
You may see (not set) listed in the Campaign column. Occasionally, information related to a click can be lost even if the URL has been properly appended with Google AdWords auto-tagging. If you are seeing a significant number of (not set) entries in your AdWords-related reports, you may want to disable auto-tagging and instead use the URL Builder to tag your Destination URLs.