We know for many of you, the holiday season is the busiest and most important time of the year. So, there's no better time to bring you some improvements in the AdWords interface that save you time and help you manage your campaigns more effectively. 

What’s new

1. Keyword column in search terms report

Have you ever looked at your search terms report and wondered what search term the query was matched out from? Now, we’ve added a "Keyword" column so you can see the precise keyword that matched someone's search term and triggered your ad. Based on the fit you see between the matched keyword and the search term, you might choose to make adjustments to your keyword lists, add negatives to campaigns or ad groups,  adjust your ads or bids, or adjust your landing pages.

To see this new column in AdWords, first open a search terms report. Next, click the “Columns” drop-down button and click "Customize columns." Now, as you see in the image below with red boxes, click “Attributes,” and finally click “Add.”

2. Campaign diagnostics
When you’re busy jumping from task to task, wouldn’t it be nice to know there’s a diagnostic system running in AdWords to alert you of potential errors or conflicts in your campaign? Over the next couple weeks, that’s exactly what we’ll be rolling out. 

Running in the background, our systems will look for potential errors or conflicts in your account. If a potential problem is diagnosed, you’ll see a polite alert so you can address it immediately. For example, if you add a negative keyword that blocks other keywords in your campaign, it could be helpful to know so you don’t inadvertently block yourself from appearing on searches that you value highly. Over time, with your feedback, we’ll refine these diagnostics and add more.

Other recent improvements

Be sure you’re also taking advantage of other recent innovations in the AdWords interface to help you be more productive and make better decisions with your campaigns. Here’s a recap with links to learn more and get started with each one.

  • Faster editing across your account. Need to adjust all your bids by 10%? Or find and replace a word in all your ads? Making changes like these across your entire account just got a lot faster and easier.

  • Shared campaign budgets. Now, a budget can be shared by multiple AdWords campaigns in the same account. Shared budgets can simplify how you manage spending for multiple AdWords campaigns with common marketing goals. And it can potentially improve your overall account performance.

  • Impression share reporting improvements. We’ve recently added distinct search and display columns for impression share data. There’s now “hour of day” segmentation so that you can evaluate how your ad coverage varies by the hour. And with filters, charts, and automated rules support, you’ll be more productive analyzing and optimizing your campaigns using impression share data than ever.  

  • Email-only alerts with automated rules. Automated rules let you make changes in your account automatically based on requirements that you specify. Now, automated rules can also be used to simply send an e-mail alert. If you like the idea of knowing when certain conditions occur within your account but you aren’t comfortable with certain changes being made in response automatically, then you’ll want to check this out.

  • Program your campaigns with AdWords scripts. If you’re an AdWords power user and want to take the level of automation, integration, or custom reporting up a notch, now all you’ll need is some Javascript knowledge. Updating your ads in real-time with new numeric data from a pricing database, adjusting bids and keywords based on your inventory data, or pulling key data into a custom dashboard are just a few potential uses.

There’s a passionate team at Google dedicated to improving your experience and productivity with our AdWords campaign management tools. So if you’ve got feedback or a great idea for a new feature (or get stuck and need help!), please contact us.

Posted by Paul Feng, Director, AdWords Product Management