Adwords needs better reporting data for impressions
Adwords needs better click reporting, on impressions, that is.
When running an ad campaign, rather it’s solely on the publisher network (with inserting the search results disabled) or a combination of the publisher network and search results, one has no idea what keywords made the ad show up in the first place for it to get a click. A good example of this are campaigns I run with thousands of keywords. It gives you no data as to what keywords are generating impressions for you. One might ask why not break down each keyword into it’s own adgroup, but that’s not always a realistic option when dealing with thousands of keyword variations. Our best guess is that you can go off of whatever search impressions you are getting, assuming you are using search inclusion as well. Still, having an idea of what keywords in a page prompted your ad to appear would be helpful in further optimizing ads and use the “peel and stick method”, where by you create an ad solely for a keyword that gains impressions or clicks and deleted it from the ad group it originates from, to futher your cost cutting and improve your conversion process.