Showing ads at below organic search results:

• Provides better user experience, as users’ preference is to scan Google’s search engine results pages from top to bottom.
• Results in higher ad click-through-rates (CTR) – CTR is one of the major factors in Google Adwords Quality Score which determines your ad’s ranking.

Top vs Other Segment Adwords Ad Report

Use the Top vs Other segment to find out the performance of your Adwords search ads when showing up on different positions (above, below, and on the right side of organic search results):

• Google Search “Top”: Top ads above Google’s organic search results
• Google Search “Other”: Bottom ads below Google’s organic search results and side ads on the right side of Google’s organic search results.
• Search Partners “Top”: Top ads above search partners’ organic search results
• Search Partners “Other”: Bottom ads below search partners’ organic search results and side ads on the right side of Google’s organic search results.

Reviews for Google Adwords

Advertisers or online marketers who manage Google Adwords accounts should review:

• The definition of click-through-rate from PPC metrics
• Google Adwords PPC Optimization

Adwords keyword report provides PPC metrics to your keywords’ performance:

• Impressions
• Clicks
• Click-through-rate (CTR)
• Average cost-per-click (CPC)
• Average CPM
• Cost
• Average Position
• Quality Score
• Destination URL
• Keyword match type
• Conversion data, including number of conversions, conversion rate

Where is Adwords Keyword Report?

To find keyword report, sign-in to your Google Adwords account, click “Campaigns” tab and then click “Keywords” tab.

Adwords keyword reports are available to download in CSV, CSV for Excel, TSV, HTML, XML and PDF file formats.

How to Use Adwords Keyword Report

With each Adwords keyword report, you can select segments, create filters, and display/hide columns.

• Select segments: You can break down Adwords keyword reports’ keywords by match types. For example, select a segment to view only Adwords broad match keywords.
• Create filters: For example, view only keywords that have Google Adwords Quality Score greater than 5.
• Display/hide columns: For example, display the conversion data, if you are using Adwords conversion tracking.

Use Keyword report in conjunction with Adwords search query report to expand new keyword lists and/or create Adwords negative keywords.

Changes to Keyword Report, Adwords Report Center

Adwords Keyword report can be found under Adwords Report Center, but Google has plans to eventually remove all reports from Adwords Report Center.

The reporting changes that are reflected in Google Adwords new interface:

• The number of reports stored are increased to 100 saved reports from 15 saved reports.
• Report templates will be removed, but you can create new report templates by clicking “Create Similar” next to any saved reports.

Changes to Campaign Report and Ad Group Report

As Google will be retiring Adwords Report Center, other Adwords reports that have been removed from Adwords Report Center:

• Campaign report – has been moved to Campaign View.
• Ad Group report – has been moved to Ad Group View.

The Search Query Performance Report should be used as a keyword research tool when you are using Adwords broad match keyword strategies and have enabled Adwords Conversion Tracking. You can discover negative keywords and new keywords for your Google Adwords account:

• Run your Search Query Performance Report
• Review all your search queries
• Add your non-converting search queries to the appropriate ad groups or campaigns as your negative keywords
• Add your converting search queries to new ad groups as your new exact match keywords

Google updated the Search Query Performance Report to allow more transparency.

• Now the report shows all queries that resulted in a click, provided that the user has not specifically blocked their referrer URL.
• The report distinguishes between broad match and session-based broad match under the Search Query Match Type column.

Google’s next step would be to make this type of statistics available on Adwords Report Center.

Together with Google’s Adwords conversion tracking, your global business can target locations of your choice more cost-effectively based on each location’s performance down to the city level. However, the Geographic Performance Report is only available from 27 May 2007 and aggregates data only on a daily level.

Due to a threshold on impressions for our reporting calculations, doing aggregations of geographical data across multiple days will provide the correct number of clicks – although it may report fewer impressions. A lower number of impressions results in inflated CTRs. For this reason, we are only offering ‘Daily’ views in order to preserve the accuracy and precision of the impression counts and CTRs in your Geographic Performance report. If you want to see aggregate geographic data across multiple days, we suggest you run a Geographic Performance report for each of the days you want include and add the figures for the geographic areas of interest.

Adwords Report Center’s Saved report limited has been upgraded in different occasions:

• From 5 Saved reports to 15 Saved reports
• From 15 Saved reports to 25 Saved reports

The removal will start on 2 September. To retain your older reports, download and save your reports in Google spreadsheets format online in Google Docs or in Excel spreadsheets on your computer.

Adwords reports that are currently available in the Report Center:

• Adwords Account Report
• Adwords Campaign Report
• Adwords Ad Group Report
• Adwords Keyword Report
• Adwords Search Query Report
• Adwords Placement Report

However, no historical data in your account will be lost, and you will always be able to re-create your reports within any date ranges.

Your last 15 reports are always saved here so you can view or download them at any time. Once you have 15 reports, each new report replaces the oldest.

Adwords reports that are available in the Report Center:

• Adwords Account Report
• Adwords Campaign Report
• Adwords Ad Group Report
• Adwords Keyword Report
• Adwords Search Query Report

Last month, new metric like the Impression Share was made available on the Campaign and Account levels.

Impression Share is the share of all impressions an ad acquired against other ads that are competing for the impressions. This is how the metric works on both the account and campaign levels.

For example, let’s say Campaign A and Campaign B both belong in the same account. Out of the ten potential impressions, Campaign A shows twice, and Campaign B shows five times. A competitor takes the remaining three impressions . A campaign-level report will show an impression share of 40% for Campaign A (2/(2+3)) and 63% for Campaign B (5/(5+3)).

Let’s take the same example from above. An account-level report would show an impression share of 70% ((2+5)/(7+3)) for the entire account.

Vinny Lingham also explained the effects on Search Affiliates and Search Agencies if Impression Share is being measured.

To identify and prevent distribution fraud, review Adwords impression share metric.

As an Adwords advertisers,

• You are not charged for the invalid clicks that are shown in the reports
• The invalid clicks do not affect your Adwords account statistics
• The invalid click data is only available for reports from 1 January 2006 to the present
• The invalid click data is not available for hourly views

Google detects fraudulent clicks through a 3-stage system:

• Real-time filters
• Offline analysis
• Reactive investigations