Useful AdWords Reports You Should Monitor

“You are wasting time and money if you are not monitoring your Advertising campaigns”

Once your AdWords campaigns are up and live, it is very important to monitor your advertising efforts. Monitoring AdWords campaigns will help you analyze if your campaigns are meeting your advertising goals. You can make strategies to improve your campaign to get the desired results once you know what is working and what is not.
Many advertisers will just spend their time looking into basic metrics that they get by default on their campaigns view, but there are more reports that you can use to view useful insights, helping you optimize your campaigns.
Below is the list of 5 important AdWords reports that you should always monitor:

  • Search Term Report: The Heart of Search campaigns. If you are not monitoring the Search Term report, you are just wasting time, money and effort! This is the MAIN report of the search campaign, which provides information about what users are typing in SERP and which keywords from your campaign have triggered user search terms to show your ads. The Search terms report gives you a very clear idea if your ads are being displayed for the right queries to the right audience. You can find out irrelevant terms and add them as negative keywords in your campaign, which will block your ads from showing for those terms. Also, you can find out new relevant keywords and bid on them.

Here’s where to find the Search Term report:

  • Placement Performance Report: As the Search Terms report is the heart of Search campaigns, The Placement Performance report is the heart of Display campaigns! It shows specifically the website pages where your ads have been shown. You can look at the placement performance report and exclude irrelevant placements. You can also bid on relevant and good performing placements.

Here’s where to find the Placement Performance Report:

  • Impressions Share Report:
  1. Search Impressions Share: tells you the % of impressions your ads received compare to your competitors. ‘Search IS on higher side’ means that you are achieving a good number of impressions from all available impressions in the market. If it’s on the lower side, say closer or lesser than 50%, it means you are not covering the market and you need to improve impressions share.
  2. Search Exact Match IS: is the same as search impressions share, but here focus is on exact match keywords. It considers how exact match keywords are covering impressions compared to competitors.
  3. Search Lost IS (Rank): tells you % of impressions you are missing due to lost ad rank. If it’s on the higher side, you need to improve ad rank by working on bids and also work on improving the quality score of keywords.
  4. Search Lost IS (budget): tells you % of impressions missed due to budget of the campaigns. If it’s on the higher side, you need to raise your budget.
  5. Display Impression Share, Display IS (Rank), Display IS (budget): all three work the same way as explained for Search Network, but this focuses on Display Network impressions instead of Search Network.
  6. Relative CTR: tells you how your display ads are performing compared to other ads showing on the same placement. This metric is used to determine Google Display Network ad performance. If relative CTR is on the higher side, your ads are performing better compared to other ads. Higher is better!

Here’s where to find Impression Share metrics:

  • Auction Insights Report: This tells you-
  1. % of impression share you received among available impressions
  2. Average position you ad received against other ads
  3. Overlap rate tells you how another advertiser’s ad received impression compared to your ad for the same auction.
  4. Position above rate tells you how often another advertiser’s ads have shown in a higher position than your ad for the same auction.
  5. Top of page rate tells you how often your ad has shown on the top of the page.
  6. Outranking share tells you how often your ads have shown in a higher position than another advertiser’s ad for the same auction.

Here’s where to find the Auction Insight report:

  • Device Report: We have noticed major increments in mobile usage and the number of searches for mobile devices. Now it is very important to measure and compare performance for mobile and computers. You can check the device performance report and you can take strategic decisions based on performance on mobile, computers and tablets. You are allowed to make bid adjustment for all three devices individually. If you want to stop showing ads on any particular device, you can adjust bid by -100%.

Here’s where to find device stats:


Once your AdWords accounts have accrued good statistics, you should run the reports explained above. You will be able to make quick decisions which will help you improve performance and you will able to find out what is working and what is not.

Published by

Neha Gupta

Neha Gupta PPC Product Author Neha is an Independent Paid Advertising Consultant & Google AdWords Trainer based in New Delhi, India. Neha has over 8 years of experience in Digital Marketing with 5+ years spent working on Paid Ads - majorly focused on Google AdWords. Neha is Passionate about AdWords and uses this passion to support other AdWords users on the AdWords community forum, with a 'Top Contributor' status, as well as being an author at iPassExam too!