Ever wondered exactly what keywords in a searcher’s query resulted in your ad being triggered? Google has added a feature in AdWords to give advertisers that information, allowing them to adjust their keywords and bids accordingly. Meanwhile, the company has made other interface changes — including account diagnostics and new impression share reporting.

The new keyword column is available in the search terms report. To add the column, click the “Columns” drop-down and click “Customize columns.” Then click “Attributes” and click “Add” on “Keyword.”

The new feature got positive reactions from marketers when product manager Jon Diorio posted about its introduction on Google+.

Another reporting change comes within impression share reporting. The company has added new columns so search and display impression share are shown independently. Additionally, advertisers will be able to segment by hours of the day, apply filters, see charts and create automated rules using impression-share data.

The adjustment will also affect how impression share data is compiled. The old impression share information will be gradually phased out, so if you want that data you will need to download it before it disappears entirely in February 2013.

Additionally, Google will soon be launching some campaign diagnostic features to alert advertisers of potential errors or conflicts. The idea is that the system will look for settings that may be inadvertent — settings that conflict with one another, for example — and alert the user so changes can be made, if needed. The company plans to add more similar features in the future, and is looking for advertiser feedback on what would be useful.

Related Topics: Channel: SEM | Google: AdWords

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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