I'm running reports, and the costs aren't lining up properly.
I'm doing a client break down for his adword campaign, and I've run a report telling me the daily spend (which adds up to the cost we spent) but I've run a more in depth report breaking down the cost per keyword per day, and it's telling me that we spent significantly less.
Re: I'm running reports, and the costs aren't lining up properly.
Are you by chance looking at search terms instead of keywords? If so, not all of the spend and traffic is attributed to an individual search term.
Also, do you have spend in the campaign for media that isn't keyword driven? For example, if you have a "Search Network with Display Select" campaign type you could have ads targeting placements (sites) that wouldn't be attributed to a keyword.
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