With the keyword planner, you can view several historical statistics for your keyword ideas and ad groups. You can, for example, see how many users have searched on a particular keyword. You can also view traffic estimates for keywords, such as the number of clicks that you can have for various bid and budget amount.

Once you have entered or imported your keywords ideas into the keyword planner, statistics and estimates will be presented in tabular form, allowing you to view and sort them easily. You can then use this data to select the keywords or ad groups that can help you achieve your advertising goals.

Keyword Planner

About the keyword planner search volume statistics

When you do a search of ideas for keywords and ad groups, or you decide to get historical statistics (on the search volume for example) for a list of specific keywords, a table containing search volume will display. Remember that all of these statistics are specific for the targeting parameters (geographical and networks) that you select in the “Targeting” section.

You will find below an explanation of the data presented in the various columns:

  • Average number of monthly searches: average number of times users have searched on the exact version of that keyword, on the basis of geographical targeting and the search network. AdWords calculates the average number of searches on the term in question over a period of 12 months.
  • Competition: This is the number of advertisers that appear for each keyword compared to the total number of keywords on Google. Please note that this data is specific to geographic targeting and the search networl. The column “Competition” indicates whether the degree of competitiveness is low, medium or high for the keyword.
  • Suggested Bid: calculating the suggested bid reflects the costs per click (CPC) advertisers pay for the keyword in question, when they choose the same network settings and geographic targeting as you. It is only an estimate and the AdWords actual cost per click may vary.
  • Ad impressions: This is the number of impressions divided by the total number of searches conducted during the preceding calendar month, in the area and on the network you are targeting.

Some things to remember regarding historical statistics:

  • Statistics associated with search volumes are rounded. This means that if you see ideas of keywords targeting several places, search volumes may not add up as expected.
  • Web traffic is influenced by seasonality, current events, and other factors. The number of searches for your keywords is constantly fluctuating.


Select your keywords based on quality rather than quantity. Indeed, the most relevant keywords are likely to give you better results. Keywords associated with higher search traffic or greater competition between advertisers do not necessarily help you achieve your advertising goals.

To show your ads in mobile applications, you can expand your campaign to mobile phone users. Let AdWords choose suitable mobile placements for your ads via the Display Network or target specific categories of applications.

With your campaigns eligible to show ads on the Search Network with Selective Display or Display Network, you can show your ads in mobile applications.

  • If you want to test advertising in mobile apps, just to track the performance of your ads in mobile apps via the Display Network.
  • If you want to target a certain type of application that you know, you must create a campaign targeted to the the Display Network and to mobile applications.
  • If you do not want your ad to appear in applications, you can easily exclude applications for your mobile placement targeting. Simply paste “” under “Placement Exclusions” in the Display Network tab of your AdWords account.

Target applications on the Display Network

Select to show ads on the Display Network

Campaigns targeting the Display Network and the Search Network with Selective Display are automatically eligible to be shown in applications for mobile, if you have selected “All Features” (enabled by default) when creating a campaign.

Ads placed in mobile applications are particularly effective in generating clicks and conversions on websites.

Check your ad placements

If the ads in applications perform well, you can, if you wish, target applications through a campaign for mobile. To see which mobile aps are showing your ads, go to the section Placements on the Display Network tab. All apps which show the ads are listed here, as well as all the websites where your ads were displayed.

Target applications or specific categories of apps on the Display Network

Create a Display Network campaign targeting mobile apps

  1. In your account, select + Campaign , then choose Display Network only .
  2. In the list on the right, choose Applications for mobile .
  3. In the “Devices” section, you can, if you wish, target operating systems, device models and specific operators.
  4. Enter geographies and languages ​​you want to target, and set your budget.
  5. Click Save and continue .

Place your ads in selected applications

For your ads  to show n mobile apps, you must choose at least one “placement.

  1. Enter a name for your first ad group, and then set a default bid.
  2. In Section mobile apps, choose the applications in which you want your ads to show
    • If you want your ads to appear in all available applications (on the Apple App Store, the Windows Phone Store and Google Play), click the plus sign on the right of “All Applications” under “Apps Categories for mobile. “
    • To target certain categories, expand the different platforms listed under “Apps Categories” using the sign  + , then select the desired categories by clicking on the plus sign  next to each of them.
    • To choose specific applications, click Search application and enter their names in the search field. Then click the plus sign next to each application in which you want your ad to show.

3. To target ads based on age, gender, interests or historical visits on websites, expand the section “more targeting options” Be aware that if you select these options, your ad will appear less often (in other words, the number of impressions your ad will be reduced).

4. Click Save and continue .

Choose the best format for your ad for mobile applications

Click on “Create Ad”.

Select a text ad, image “for digital content / application”.

  • If you want to accrue clicks on your mobile website, text and image ads are ideal.
  • If you want to accrue downloads, create an ad for digital / application content. 

Text Ads

Text ads have the same limits on the number of characters allowed in mobile apps than other AdWords campaigns.

Image ads

Image ads can be shown in mobile applications as banners or interstitial ads. When they click on your image ads, mobile users are redirected to your mobile website or application. Interstitial ads are displayed full screen.

The sizes of banners for mobile phones and tablets are: 320 x 50, 468 x 60, 728 x 90 and 300 x 250.

Track the performance of your ads for mobile apps

To see which applications showing your ads, go to the section Placements on the Display Network tab. You will find there categories and applications where your ads have been shown

To view the performance of applications according to their category, check the box next to the category name, then use the drop down menu See list of URLs on top of the table.


If you run a local business and want to attract customers who are nearby, you can also promote your business on Google Maps. Ads with location extensions can run on versions of Google Maps for mobile and computer. You should also select Search Partners in your campaign settings.

Ads including location extensions can be shown with a marker on a map. These ads are associated with a specific point on the map, such as a store or restaurant. When a user clicks on this benchmark, more detailed information about the company will be displayed on the map.


Ad formats in the new version of Google Maps

AdWords are currently testing new ad formats, which can enrich the user experience on the new version of Google Maps. The new version of Google Maps is available for computer users who have enabled Google Maps.

This new ad version will be shown on the information card associated with the purple map icon with the reference “ad”. Recently these ads started to show below the search box when users did a search on Google Maps.

If your ad is eligible to be shown in the new version of Google Maps, only the first line of ad text will be displayed. It is possible that AdWords shorten the text so that it does show in the frame between 10 and 15 characters. However, users can view it in its entirety if they click on the marker on the map.


Configuration and eligibility of ads on Maps for computer

To have ads in the new version of Google Maps for computer, select the option Search Network partners in the network settings of your campaign. Ads must have a high quality score and be highly relevant to the users’ search in Google Maps. In addition, the targeted geographic area must match the search.

Location extensions are not required for ads in the information card (in the upper left corner) of the new version of Google Maps for computer.

Note that while AdWords test these formats in the new version of Google Maps for laptop, Google does not charge for clicks on your ads.


The usability and user experience of your landing page refers to the level of satisfaction of users once they arrive to your landing page (the Web page to which they are directed when they click on your ad), according to AdWords estimates. You can improve the usability of your landing page by giving priority to the following three aspects:

  • provide relevant, useful and original content;
  • promote transparency and reliability on your site (eg, properly explaining your products and services);
  • facilitate navigation on your site (including mobile users).

The level of usability of your landing page affacts not only your ad quality, but also the cost of your advertising and your ad position.


Why is the usability and user experience of landing page important?

If you make sure to properly optimize your landing page, you will get better advertising performance and you will save money. Get the most out of your landing page by facilitating the buying process, the registration for a newsletter or any other action that you expect visitors to take on your site.

Improve the usability of your landing page:

AdWords uses automated systems as well as human assessments to determine the level of usability of your landing page. Your ads may be shown less frequently if they redirect users to landing pages offering a poor user experience. If you want to improve the usability of your landing page, you should consider doing some fine tuning. Here are some ways for you to improve the usability of your landing page>

  1. Relevant, useful and original content
  • Make sure that your landing page is directly related to your ad text and your keyword.
  • Provide useful information on your landing page related to the theme of your advertising.
  • Try to provide useful features or interesting content, found exclusively on your site.
  1. Transparency and reliability
  • Make sure that visitors easily find your details.
  • If you ask users to provide personal information, clearly indicate the reason for the request and the use you intend to do with this information.
  • Distinguish commercial links, like ads, from the rest of your content.
  • Openly share information about your company and clearly indicate its activity.
  1. Ease of navigation
  • Do not let users get confused in order to find the information they need.
  • Make sure that users can quickly and easily order the product being advertised.
  • Do not disturb users during their visit with pop-ups or other features that interfere with their browsing experience on your site.
  • Make sure they have easy access to additional information on the product in question.

The AdWords system visits and regularly evaluates landing pages. If you have made important changes to your landing page in order to improve usability, there will probably be no immediate change, but you should see results within days or weeks.

Know the level of usability of your landing pages

To know the level of usability of your landing pages on any of your sites, go to the tab keywords and position the mouse cursor over the speech bubble icon next to the status of a keyword. The level of usability can be:

  • Above average or Average: if one of these two states sgiws, everything goes well, the level of usability of your landing page does not have a negative impact on your quality.
  • Below Average: you need to improve the usability of your landing page, as it may have a negative impact on your quality. It would be recommendable to make some changes to the landing page of your website, taking into account the factors discussed in this article.

Usability of the page and rules relating to the quality of the site

When AdWords looks at the landing pages, it sometimes encounter pages that do not respect their rules on advertising. For example, if your landing page contains malicious software (such as a virus), it is obviously not friendly. Rather than having “Below Average”, AdWords doesn’t attribute any score to it. You will then see the words “Not applicable” and all the keywords or ads pointing to this website indicate the status Site suspended. This status indicates that you can not advertise for this website with AdWords because it does not meet one or more of their rules on the quality of the site .

Monitor the performance of video ads on YouTube and other sites in the Google Display Network, via tabs Ads, Videos and Targets of your AdWords account. Here are the statistics that are available:

  • Views, Audience, Branding and Website Tracking and Conversions
  • Quartiles (percentage of video playback)


When you create ads using AdWords for video, know that your video content has to be hosted on YouTube. In other words, the viewings of your video ads will be recorded as your video views on YouTube.

adwords for video

Tab “Ads”

The Ads Tab allows you to examine the performance of your ads in a given format (TrueView InDisplay, Instream, InSearch) and preview your ads.


The video ads cost are not on the page online campaigns. To see the cost associated with AdWords for video you must open the page All video campaigns from the tab Campaigns.

Tab “Videos”

The Tab Video also shows cumulative performance of your video ads. So you can see there if your video has been played t0 25%, 50%, 75% or 100%.

Tab “Targets”

The Tab Targets also includes the performance of your video ads by targeting grorgetups. Select the segment ad in this tab to compare the performance of each ad for each group taing.

Differences between the statistics on views on YouTube and AdWords for video

AdWords is not able to guarantee that the number of views will be the same as the number of views indicated by the YouTube counter. Sometimes there are differences, but AdWords is ensuring that the cumulative figures are approximately the same.



If you add extensions to your ads (eg, a phone number or a link to your website), you can check their performance. Simply log into your AdWords account to see the number of clicks, number of impressions and conversions generated by your ads extensions. This data can help you optimize your ad extensions and to find out the optimal time to add or remove an extension of an existing ad.


View statistics of your ad extension

Use the tab Ad Extensions to see statistics for all ad extensions of your campaigns. You can also manage your ad extensions in this tab. This will automatically appear in your account if you have enabled ad extensions in at least one campaign.

Here’s how to find your “Ad Extensions” tab and view your stats:

  1. Sign in to your AdWords account at
  2. Click the tab Campaigns
  3. Click the tab Ad Extensions
    If the tab Ad Extensions is not visible, click on the dropdown menu at the top right of the table, then check Ad Extensions to display it.
  4. Click the drop down menu Show: select the type of extension you want to know the statistics of
  5. To view the extensions statistics across your campaigns, select “Online Campaigns” from the side navigation menu. Otherwise, select the campaign you want.
  6. Each extension line appears in its own, including extensions which have not yet accumulated statistics.

Ad Extensions – Statistics available

The Ad Extensions:

  • Status: Displays whether your ad extensions are marked as “Eligible” or “Disapproved”. The eligible ad extensions appear only with relevant ads and when the ad associated is also likely to be shown.


Select the column details to determine the grounds for disapproval or limitation of your extensions in accordance with AdWords rules on advertising.
This column shows the number of clicks accrued in your ad when it was shown with a given extension type. This number combines clicks on the ad title and ad extension (if applicable). To see only clicks on the ad extension, click the drop-down segment and select click type.

  • Impressions: The number of times your ad was posted with the ad extension.
  • CTR: The number of clicks your ad received divided by the number of impressions with the ad extension.
  • Cost: total cost of clicks on your ad when it was shown with the ad extension.
  • Avg position. : average position on search results pages when the ad was displayed.
  • CPC (cost per click): The average amount you pay each time someone clicks on your ad extension. Average CPC is the total cost of all clicks divided by the number of clicks received.

Statistics on ad extensions are currently available for ads on the Google Search Network, the partner sites of Search (including Google Maps), and in some cases, on the Network Display Google.


Ad rotation settings are a preference that determines the way your ads show in your ad group (if you have multiple ads). For example, you can have your best performing ads to appear more often or indicate that you want all your ads to be shown more evenly.

If you have multiple ads in an ad group, AdWords alternates the distribution of the ads you have selected.

Ad rotation

The “Advanced Settings” section of the “Settings” tab of your campaign offers four different options:

  • Optimize for clicks (default): This option shows more often the ads that generate the most clicks, based on your clickthrough rate (CTR). Google then tries to serve these ads more often than other ads in your ad group to help you save a lot of clicks and impressions.
  • Optimize for conversions: This option shows the ads that are more likely to result in conversions (purchases or registrations, for example). Your ad group will accrue perhaps fewer clicks, but probably more conversions. If data conversion is not sufficient to identify the ad that can generate the greatest number of conversions, ads are served alternately optimized for clicks.
  • Alternate regularly: the same priority is given to all active ads in your ad group, whatever their performance. Each ad is eligible to appear the same number of times. However, the actual number of impressions (the effective distribution rate) of each of the ads may vary, depending on a number of factors. If you select this option and if the ads in the ad group remain unchanged for 90 days, their rotation will automatically start to be optimized to increase the number of clicks or conversions. If you are using Conversion Optimizer or Enhanced CPC in your campaign, the ad rotation will be optimized for conversions. Otherwise, it will be optimized for clicks.

If you want to rotate your ads indefinitely, you can select the option “Alternate evenly” but indefinitely.

In the “ads” tab of your campaign, you can view the statistic “% served “, which tells you how often each ad has been shown comparing with the rest of the active ads of the same ad group.

With a list of the right keywords for your campaign, you can show your ads to customers that are looking for specific products or services. Your keywords should be words that your potential customers would use to find your products or services.

adwords_keywords_tab (1)

Basic principles: choice and organization of your keywords

1. Put yourself in the customers’ shoes when you create your list.

List the main categories of your business and the most important terms or expressions that likely users will search for. Include words or phrases that your customers use to describe your products or services.


If you sell athletic footwear for men, you can start with basic categories that be used by your customers, as athletic shoes for men. You can also add sneakers for men or tennis shoes for men, if it turns out that these terms are often used to describe your products. Continue to expand your list to include the name of your brand and your products.

2. Depending on your goal, choose keywords that are more generic or more specific.

To maximize your ROI, select specific keywords directly related to the theme of your ad. When using more specific keywords, your ad is only showed when the users focus on terms related to your business. However, remember that if your keywords are too specific, you may not reach as many users as you want.

If you want your ad to show to the largest possible number of users, choose generic keywords. Note that in most cases, adding very generic keywords makes it difficult to reach potential customers. In fact, your ad may be shown on searches that are not always connected with your business. In addition, more generic keywords may be more competitive and lead to higher bids.

We recommend that you test more and less specific keywords to decide which generate the best results. Whatever the degree of generality or specificity of your keywords, they should always correspond as closely as possible to your ads and your website. Note that AdWords only distribute one ad per advertiser for a particular keyword. It is therefore advisable to avoid including the same keyword multiple times in your account.


If you sell athletic footwear for men, you can choose specific keywords such as running shoes for men , since you sell this type of footwear. Your ad may thus be shown when someone searches this kind of shoe.

If you have a large shoe store, you can choose a generic keyword such as buy shoes. Your ad is eligible to appear and when users search for different types of shoes.

3. Consolidate similar keywords by theme.

If you consolidate all your keywords and ads in the same ad group, your ad for tennis shoes for men is likely to be shown when a person is looking for evening shoes for women. To provide more relevant ads to your potential customers, try to group your keywords by ad groups, according to your products, your services or other categories. In addition, by consolidating your keywords by subject, your account is still perfectly structured.


Say you’re the owner of a shoe store. You can create two ad groups: one for running shoes and one for evening shoes. The first ad group can include keywords like running shoes and running shoes, as well as customized ads targeted to users who are looking for running shoes. The second ad group can include keywords like evening shoes and dress shoes, and customized ads targeted to users who are looking for evening shoes. For example, when potential customers do a search on any of the keywords of this ad group (stylish shoes for example), AdWords will show them your ad for evening shoes.

4. Pick the right number of keywords.

Most advertisers find it useful to have between 5 and 10 keywords per ad group, but you can go beyond that. However, make sure that the keywords in each ad group are directly related to the theme of the group. Note that keywords that consist of two to three terms (expression) generally provide better results.


Engagement Ad banners allow you to convey a more tailored message to you audience. AdWords have a wide range of Engagement formats based on rich media ads with which you can send message your brand to potential customers. Note that you only pay when users interact with your ads.

Engagement ads

Here are some advantages to using Engagement ads:

  • Reach the right customers: You can target your ads using all the different targeting methods on the Display Network. In addition, you pay only when users interact with your ads (interest occurs when users “activate” your message: hovering over your ad for two seconds, for example).
  • Select one of our rich media formats available: you can create an ad using one of our multimedia formats. Depending on the situation, you can create, for example, an ad that unfolds to provide a Lightbox display mode, full screen or an ad that plays a video in the ad unit with the sound on.

Who should create campaigns that focus on interaction?

Campaigns focusing on interactions can be very useful for advertisers primarily interested in building up their brand. With this type of campaign, advertisers who already have online resources such as videos or catalogs can create Engagement ads in minutes.

Running Engagement ads

Ads aiming for interaction are available in standard formats of the IAB. When users interact with these ads, they charge the rich media technology in the ad. This type of interaction reduces accidental interactions, providing an optimized user experience and increased profitability for advertisers. For example, to interact with laptops and desktop computers, users simply move the mouse cursor over the ad for two seconds. On mobile phones and tablets, users can press the ad to activate it.

Ads targeting the interaction are available for the following major formats:

  • Image ads: the Lightbox option transform a standard display ad in a large canvas, transposing the feel of the landing page directly into the ad. For example, users can view videos or interact with your catalogs directly from the ad.
  • Hover-to-play ads: these ads transpose into full display after two seconds rollover on advertisement happens.

Create a Engagement campaign:

  1. Sign in to your AdWords account at
  2. Go to the tab Campaigns, click the drop down menu + Campaign and select Display Network only.
  3. Enter a name for your campaign.
  4. Select the type of campaign Display Network only – Engagement.
  5. Adjust the location and language settings.
  6. In the “Bidding and budget” section, the only option available is “Focus on the interest and engagement, bidding manual maximum CPC.” With this option, you pay only when users interact with your ads.
  7. Enter your budget.
  8. Select any other settings that you want for your campaign.
  9. Click Save and continue .
  10. On the ad group, enter the name of the ad group and your default bid. This is the maximum amount you agree to pay for engagement ads in an ad group.
  11. Choose how you want to target your ads (eg, “Interests and remarketing lists”).
  12. Click Save and continue .
  13. On the next page, click on the desired template.
  14. Specify the resources and information needed to create your engagement ads and click verify and Save.
  15. You can create as many engagement ads for your campaign as you want by clicking the “+” sign. When you have finished creating your ads, click Save and continue.

A few important notes:

  • Evaluate the results of the campaign: When you have followed the instructions on how to set up your campaign and after the campaign is published, you can check the number of engagements in your ads in observing the ‘Clicks’ column. The interaction rate is displayed in the “CTR” column and the average cost per interaction is displayed in the column “Avg CPC.”.
  • Access additional reports: the actual clicks to the landing page are displayed in the “free clicks” report. From this report, you can also know the number of users who have viewed a certain percentage of your videos.

In AdWords, the most effective ads will generally be those that users find most relevant. Think about how you search and browse the web, you have a tendency to ignore anything that does not interest you and you focus on that what is relevant to you. If today you want to eat chocolate chip cookies, you certainly you won’t pay any attention to an ad about computer cookies.

If you know what your customers want, you can ensure that your campaigns, keywords, ads and landing pages are relevant to them.


You will find below some tips to help you make your ads more relevant to your potential customers.

1. Create highly specific ad groups.

Make sure your ad groups have specific keywords and ads. More relevant are the ads, the better quality score. To be relevant, you must be precise.


If you sell different types of cookies, create a separate ad group for each of these cookie. You should for example create the ad groups “cookies for Christmas” and “wedding cookies” separating that way your different products.

2. Choose your keywords carefully.

Choose keywords that are directly related to the theme of your ad group and landing page. Keywords including two or three terms are generally more effective than keywords consisting of a single term.


If you are selling boxes of cookies, select the keywords “offer box of cookies” rather than just “offer”.

Try the planning tool keywords to get ideas for new keywords to add to your list.

3. Insert keywords in your ad text.

Place your keywords in the ad text (especially in the title) to show users that your ad is directly related to their search. When users see their search terms in the ad text, they conclude that your advertisement is probably what they want to click on.


If you want to sell a cookies gift boxes, and you use the keyword “offer box of cookies” the text of the ad must also contain “offer box of cookies”

4. Create clear and attractive ads.

What makes your product or service stand out from your competitors? Your ad should highlight what makes you apart. Delivery is free? Promotions? Be sure to describe any unique features or promotions you offer in your ad text.

5. Use a strong call-to-action.

The text of the ad must include a call-to-action. This call to action is to get users to click on your ad. It must make them understand what they can do once they reach your landing page. Here are some examples of calls to action: Buy, Sell, Order, Browse, Find, Sign, Try, Get a quote.

6. Test multiple ads.

Test different offers and incentives to determine the most effective for your advertising goals. The AdWords system will automatically distribute your ads alternating the variants available within an ad group, and display more often the best performing ad. You will find over time that some ads will perform better than others, allowing you to identify the more effective ad text.

7.  Review regularly the performance of your campaign.

Test and modify your campaigns to achieve the desired results. Examine the performance of your ads to find best ways to achieve your goals. Following their performance, will allow you to find variations in the CTR or conversion rate. If you find, for example, that people do not respond to a particular action present in the text of your ad, then you can delete it and try another.