AdWords
4.8K members online now
4.8K members online now
Use AdWords conversion tracking and reporting to measure your results. Have a question about Google Analytics? Post it here, on the Google Analytics Community!
Guide Me
star_border
Reply

Adwords Keywords Stats and Totals Differ....

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

New adwords user... interning with a company that's about a month into a Google Adwords campaign. Strange discrepancy--

 

When I go to look at results in the "Keywords" tab, the total performance stats (Clicks, Impressions, & CTR) all have great values, but each individual keyword's stats are at zero (0) across the board. Alternatively, if I select the "Display Network" stat view, the keywords seem to have their own performance stats displayed. However, I cannot edit the keywords from this tab and so it does not help much as I have to switch back and forth when deleting/editing keywords.

 

Again, I am new to this, so a thought I just had-- perhaps the stats only apply to the ads (and not keywords) because the ads are on the Display Network, and no one is actually searching for those keywords (only seeing and clicking on the ads on other websites)? If that's true, then are keywords for the Display Network ads even necessary? Should I just focus on placements?

 

Many thanks,
Alex

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author Jocelyn Z
September 2015

Re: Adwords Keywords Stats and Totals Differ....

Follower ✭ ✭ ☆
# 2
Follower ✭ ✭ ☆
Hi Jocelyn,

For display network, keywords are not actual search terms like the search network. Google uses your display keyword to match relevant pages and their page content to determine whether your ads will show up.
Using keyword allows you a greater reach to relevant sites if u do not have any specific sites to target.

A guide on how display network keywords work.
https://support.google.com/adwords/answer/2453986?hl=en

Other than keyword targeting, u can use other targeting tools for your display network. Here is a list and information about them
http://www.google.com.sg/ads/displaynetwork/manage-your-ads/targeting-tools.html

Personally, I use Adwords MCC for analyzing performances.
Adwords editor is a very good tool if you need to work on campaign changes. However some new features of Adwords cannot be accessed by Editor and needs to be done on MCC.
http://www.google.com/intl/en/adwordseditor/

Hope these informations will help u.

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Jocelyn Z
September 2015

Re: Adwords Keywords Stats and Totals Differ....

Follower ✭ ✭ ☆
# 2
Follower ✭ ✭ ☆
Hi Jocelyn,

For display network, keywords are not actual search terms like the search network. Google uses your display keyword to match relevant pages and their page content to determine whether your ads will show up.
Using keyword allows you a greater reach to relevant sites if u do not have any specific sites to target.

A guide on how display network keywords work.
https://support.google.com/adwords/answer/2453986?hl=en

Other than keyword targeting, u can use other targeting tools for your display network. Here is a list and information about them
http://www.google.com.sg/ads/displaynetwork/manage-your-ads/targeting-tools.html

Personally, I use Adwords MCC for analyzing performances.
Adwords editor is a very good tool if you need to work on campaign changes. However some new features of Adwords cannot be accessed by Editor and needs to be done on MCC.
http://www.google.com/intl/en/adwordseditor/

Hope these informations will help u.

Re: Adwords Keywords Stats and Totals Differ....

Top Contributor
# 3
Top Contributor

Hi there;  A small addition to the answer above; 

As said; on the display network keywords work collectively as a theme to match relevant content (on webpages) to the "theme". Among the "theme keywords" (that you have chosen - Don't choose to many) there is leading KW, that is most relevant; This is the one that triggers the ad: its stats are reported on the display network tab. Once identified  to bring more clicks  - you could bid higher on this KW.

 

Read more:

A better way to buy display

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer’

Re: Adwords Keywords Stats and Totals Differ....

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Awesome, thanks!

Re: Adwords Keywords Stats and Totals Differ....

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
Great info; will read right away.