Chapter 4. Navigating Your Account
Interface Overview
The AdWords user interface is organized into three sections: top navigation, left sidebar, and middle pane.
Spend some time getting used to the interface, keeping in mind that AdWords changes frequently. If you login on a regular basis you can keep up with changes as they roll out.
The top navigation, from here on referred to as “tabs” is shown in Figure 4-1.

Figure 4-1. Top navigation
The top navigation includes six sections: Home, Campaigns, Opportunities, Tools and Analysis, Billing, and “My account.” Let’s take a look at each section.
Home Tab
This tab, shown in Figure 4-2, provides a snapshot view of the account, including important metrics, alerts, and customizable data points called modules.
The first two modules, “Alerts and announcements” and “Performance graph,” cannot be moved or removed. The performance graph provides a visual representation of a metric. The graph displays fluctuations over time to help identify performance dips and spikes. Change the graph to review and compare different metrics, including clicks, impressions, CTR, average CPM, cost, average position, and various conversion metrics. For example, you might want to compare cost to average position, or average position to conversions.
Below these modules, customize the page to display data you care about. AdWords provides default modules, including “Keywords below ...