The document discusses several Google Ads tools that can help analyze account performance and optimize campaigns. It describes the My Change History tool, which shows account changes over time and how they impacted metrics. It also outlines tools for measuring conversions, generating keyword ideas, estimating traffic, finding placement opportunities, and diagnosing ad delivery.

1. Tools & Analyses
On
Ad words
BY
Abhishek Kumar Rajoria
Senior Analyst (BST)

2. A tool that lists the changes you've made to your account
during the past two years. See details about changes like
when you paused your campaign, who added a keyword,
and the amounts of your previous budgets.
You can view all changes for a particular time period, filter
the results by the type of change (such as budget
adjustments or keyword edits), or see changes for a
particular campaign or ad group.
The My Change History tool shows each change within a
timeline, mapped to your account data (like impressions,
clicks, conversions, clickthrough rate, and cost). Compare
your changes with the timeline of performance data to
help know which changes may have contributed to
changes in your performance.
If you've given other people access to your account using
their own login, you can also use the tool to see who made
certain changes.
My Change History

3. Maximum cost-per-click (CPC) adjustments made by
the Budget Optimizer
Ad approval or disapproval
Password changes (for security reasons)
Your change history doesn't track the
following:

6. A conversion may be a purchase, but it can also be a
call from a mobile phone, a visitor submitting her
contact information for an insurance quote, or a
prospective buyer downloading a white paper about
your company's software capabilities. Or maybe it's a
request for more information, or views of a page that
features your new product. It's up to you!
Conversion
What is Conversion ?

7. Number of conversions and cost-per-conversion: You can assign
monetary values to your conversions when setting up tracking to get
detailed revenue information in your reports. Reviewing your total
number of conversions and the value of these conversions can help you
decide if you should increase your budget or make changes to your ad
groups to attract more targeted visitors.
Conversion rate: This helps you track how many clicks lead to valuable
actions like a sale or signup. The conversion rate listed in your account is
the number of conversions divided by the number of ad clicks.
Conversions are only counted on Google and our Google Network
partners.
Keyword conversion data: Conversion Tracking shows you what
happens after a customer clicks on your ad -- whether he purchased your
product or signed up for your newsletter. By knowing this, you'll also
know which keywords are best at encouraging customers to take those
actions. Then you can improve your keyword list based on your findings,
and make smarter investments in your best keywords.
Conversion Information You Can
Measure

8. With the Keyword Tool, you can build a keyword list
that can help you reach your advertising goals. For
example, maybe you'd like to drive traffic to your
website and increase awareness of your product. You
can use the Keyword Tool to identify keyword ideas
with high search volume and then build a keyword list
with those ideas.
Keyword Tool

9. Create new ad groups: Get keyword ideas grouped into themes,
which can save you the time of manually grouping closely related
keywords into different ad groups.
Start broad and then get specific: Use the Keyword Tool to
experiment with broad keywords, and then you can try more
specific keywords.
Identify negative keywords: When you search for keyword ideas,
you might see keywords that don't really apply to your business.
You can add these terms to your ad group as negative
keywords to prevent your ad from showing when people search
for them.
Find keywords and ad groups based on your site content: You
can enter the URL of your website, or any site related to your
business. Then, our system will scan your pages and give you
relevant keyword and ad group ideas.
Specify a language and location: You can refine your keyword and
ad group results for a particular location and language.
Benefits of using the Keyword Tool

11. A tool that estimates how well a particular keyword could
perform.
The Traffic Estimator provides traffic and cost estimates
for new keywords before you add them to your campaign
and also for keywords that you've already added.
When you enter a keyword into the Traffic Estimator, you'll
see estimates for your keyword, including search
volume, average cost-per-click (CPC) prices, cost per
day, and average position.
Use this tool to help predict how certain keywords might
perform with your targeting options, bids, and other
settings.
Traffic Estimator

13. A tool in your account that can help you find websites
and other placements where you might like your ad
to appear.
Use this tool to find placements in the Display
Network that are relevant to your ads. For
example, you can find related video placements on
YouTube, browse websites within a specific category
or about a specific topic, or see if a specific placement
on a specific webpage is available in the network.
If you find specific sites or other placements that you
like, you can add them as managed placements to
help your ads appear there.
Placement Tool

15. What it is
The Contextual Targeting Tool automatically builds
keyword lists that can be used to show your ads on
relevant webpages across the Google Display
Network. Tightly-themed keyword lists are the basis
of effective contextual targeting, and with the
Contextual Targeting Tool, you don't have to build
them manually. In minutes, you can build dozens,
even hundreds, of keyword lists, scaling your
campaign performance while ensuring accurate
targeting for your ads.
Contextual Targeting

16. Why you'd use it
Whether you're using text or display ad formats on
the Display Network, the Contextual Targeting Tool
gets you more clicks and conversions for your
campaigns and helps you do it more quickly. This tool
lets you build hundreds of ad groups in minutes and
instantly scale your campaign performance while
ensuring accurate targeting and control over your
campaign.
Contextual Targeting

18. A tool in your account that helps identify why your ad
might not be appearing. The tool also shows a preview of a
Google search result page for a specific term, helping you
see which ads are appearing for your keyword.
Use this tool to check the status of your ad for a particular
keyword. Once you enter a search term and other criteria
like your language and location, the tool will tell you
whether your ad is eligible to appear in that situation.
If you want to see how your ad appears in context, it's
better to use this tool than to do a search on Google. You'll
see the exact same results as a Google search but won't
harm your performance by accumulating ad impressions
every time you look for your ad.
Ad Preview and Diagnosis tool