We fairly often see questions from people who have a difference between their campaign or AdGroup row totals and the summary at the bottom of the table. The problem is usually a drop down box that selects only a part of the networks that Google can reach. The snapshot shows where on the page that box is found – toward the upper right of the statistics table in AdWords 2:
AdWords Statistics MisMatch – Click This Selection!
Personally, even when I am not using the Content Network, I’ll leave this set to show all three networks. Sometimes I can see ways to optimise one or the other of the three networks. Without the triple view, I couldn’t so easily pick up the patterns.
How do I change from the content view to clicks per keyword? I’ve been all over the place and I can’t find how to do that. I see clicks for the day but not where they are coming from/
The split shown in the graphic in the article should allow you to see the split between keyword based clicks and content network clicks. If you then select the “Keywords” tab, you’ll see the keyword based clicks. Note that clicks on the Content Network are *NOT* tied to keywords, but to all the words in the keyword list and the advert; in other words, the AdGroup is the smallest unit for content network clicks. So you can’t see clicks by words in content match – it just doesn’t work that way.