I’m noticing quite a few questions in Google’s AdWords Help forum where advertisers are confused that their keyword clicks don’t add up to the total clicks. The confusion is a result of not knowing their ad campaigns are opted into the content network (by default). Those content network clicks don’t correlate to keywords in an ad group.
Researching this problem made me realize the new AdWords interface has a poor design regarding the campaign default settings for network distribution:
Default Network Distribution Settings
Recommended for new advertisers?! No, this is NOT recommended for new advertisers. Most new advertisers aren’t aware that AdWords includes contextual advertising as well as search advertising. They’re better off getting their feet wet with search advertising only. A better recommended setting is to choose to opt out of the content network:
Better Network Distribution Choice: +Search -Content
Later, after developing a solid foundation of search advertising experience, an advertiser could come back and build a new campaign designed for the content advertising audience. Even people at Google recommend separating search and content campaigns:
Google Employee Recommends Separating Search & Content Ads
Source: Content Network Tip Photo Album
