There's a great deal of information contained in the average AdWords account. This informationads and keywords and the related performance datais stashed away in Ad Groups. These Ad Groups are themselves contained in AdWords Campaigns.
To make effective use of AdWords, you need to be able to get at this information. In other words, drilling down into one Ad Group after another will only provide piecemeal data and usually won't give you the kind of picture you need to improve performance.
For CPC ads, an Ad Group consists of the text of an ad and its targeted keywords, along with budget choices. For CPM ads, an Ad Group consists of the creative for the ad or its text, the targeted domains, and budget choices.
It's pretty unlikely for an ad, or an ad campaign, to be perfect the first time round. A great part of the craft of creating effective campaigns is to see how your ads and campaigns are doing, tweak them, see how the improved ads and campaigns are doing, tweak again, and iterate the process.
This chapter explains how to monitor your AdWords Campaigns and AdWords Ad Groups performance, and how to use the tools that AdWords provides to improve ad and campaign performance.