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AdWords Layout




We have illustrated the core components of AdWords editor in this section, we discuss each component and what it means, how to use it, etc in other guides within this section of the Knowledge Base. This should help to build a familiarity with the layout each pane / panel within the layout and ultimately what each function does within this layout.

AdWords Editor Layout

Below is a top level and brief description of each pane / panel within the application, we cover this in more depth immediately after these summaries.

1. Campaign Tree = This section lists all of the campaigns and ad groups within the account. Each Campaign can be expanded to show all of the ad groups contained therein.

2. Type List = Selecting options from this section will display the selected component in ‘5’. For example, if you select a campaign in ‘section 1’ and then you select ‘keywords and targeting’ from ‘section 2’… You will see all of the keywords contained, in the selected campaign, in section 5.

3. Menu = These are options for interfacing with the live account, you can download the account, post changes, check offline vs. online, etc from here.

4. Search & Options = These options change depending on what has been selected in ‘section 2’. Typically, they allow you to add or remove components (keywords, ad groups, ads, etc).

5. Data View = This is where account components are shown and managed from; this is where campaigns, ad groups, keyword, ads, placements, etc are all listed. This can be used for navigation and selection of components, but you can also make changes directly into this pane.

6. Settings Panel = This is where account components are edited once selected in ‘section 5’. What you see here depends on what you have selected in pane ‘5’ of the application, thus you could edit any component of a campaign, ad group, keyword, etc here.
All of the above are described below in more detail below (and these numbers are referred to throughout this guide).

Campaign Tree (Pane 1)

This is represented by a directory style list with arrows allowing the directory to be expanded or collapsed:

Campaign Tree

From here you can select the whole account, campaigns or ad groups and whatever has been selected will determine what is shown in the ‘data view’ (pane 5).

By right clicking on a campaign or ad group within this pane, you can choose to do any of the following options:

  • Copy
  • Cut
  • Paste
  • Rename
  • Activate
  • Remove
  • Pause
  • Remove
  • Revert
  • Export data to CSV

We cover these kinds of features later on in the section on ‘navigation and general usage’.

Type List (Pane 2)

The ‘type list’ (see example screenshot below) shows all of the types of components that exist within the AdWords account and that can be accessed and / or edited within AdWords Editor.

Campaign ComponentsThere are four categories within the type list:

  • Campaigns
  • Ad Groups
  • Keywords & Targeting
  • Ads & Extensions

Both ‘Keywords & Targeting’ and ‘Ads & Extensions’ have expandable lists of sub components. We list all ‘Keywords & Targeting’ sub components below:

  • Keywords
  • Keywords, Negative (Negative keywords)
  • Locations
  • Locations, Negative (Negative Locations)
  • Placements
  • Placements Negative (Negative Placements)
  • Mobile Apps
  • Mobile Apps, Negative (Negative Mobile Apps)
  • Mobile App Categories
  • Mobile App Categories, Negative (Negative Mobile App Categories)
  • Topics
  • Topics
  • Product Groups
  • Dynamic Ad Targets
  • Dynamic Ad Targets, Negative (Negative Dynamic Ad Targets)
  • Audiences
  • Audiences, Negative (Negative Audiences)
  • Ages
  • Ages, Negative (Negative Ages)
  • Genders
  • Genders, Negative (Negative Genders)
  • Parental Statuses
  • Parental Statuses, Negative (Negative Parental Statuses)

The list above is largely an unsorted list of ‘Keywords & Targeting’ components; we cover each of these in more detail in other articles that address these in a more structured way. For example all display network components are discussed in a guide on the display network.
The below list contains all sub components of ‘Ads & Extensions’:

  • Text Ads
  • Dynamic Search Ads
  • Product Listing Ads (PLAs)
  • Image Ads
  • App Install Ads
  • Image App Install Ads
  • Promoted Video Ads
  • Display Ads
  • Call-only Ads
  • Sitelinks
  • Call Extensions

All ad-related components listed above are covered in a guide on ads.

Menu (Pane 3)

This is covered in more depth in the section on AdWords Editor Specific Features below; where we cover posting, checking and getting changes from the account.

Search & Options (Pane 4)

We break this section into its two core components below.


The search (or filter) field (shown in the below screenshot) from here you can type in words, hit enter and results will be listed in the data view (pane 5).

AdWords Editor Search Function

This is a very powerful tool for filtering through account data allowing you access to just what you want to access. It is also possible to create more complex filters combining multiple criteria, for example; campaigns containing specific text in their name, status is active and CPC is over $1. There is a vast amount of potential search fields.

However, the data shown in the data view (pane 5) will be affected by both what campaigns or ad groups are selected in the campaign tree (pane 1) and what Type List component is selected. So searching for X, Y or Z will only show results in the data view if the campaign tree and type list have relevant components selected.

Advanced Search

Any component of the account can be used as a filter, these are all used in one of a few ways, for text based searches the following search operators are available:

  • Contains
  • Contains Full Word
  • Equals
  • Does Not Contain

When filtering by metrics / numbers, you can also use the following search operators:

  • Is less than
  • Is less than or equal to
  • Is greater than
  • Is greater than or equal to
  • Is in the top (by rank)
  • Is in the top (by per cent)
  • Is in the bottom (by rank)
  • Is in the bottom (by per cent)

The above image shows how these components work with one another to form a search or filter. Once you click the magnifying glass to perform the search, you wil see this advanced search stated as text within the search field, for example if we search for campaign names containing the word “display” this is what we would see:

Search For Display Campaigns

If we searched for campaigns that do not include the word “display” within their name, the search would look like this:

Search Exclude Display Campaigns

Using the drop-down menu for search will ensure that the syntax of the text within the search field is accurate, but this is very simple and intuitive and thus easy to pick up and learn. The best way to familiarise yourself with this is to perform searches, adding more and more parameters to the search and check out the results.


The options that are shown as buttons beneath the search field will change depending on what is selected within the Type List. For example, if you have ‘campaigns’ selected, the options will be different to those available when ‘ad groups’ are selected.

These options are consistent across nearly all Types Lists items, typically changing only the text within the button. We cover the most common of these below; you should start to see the manner in which these options are structured after just a few examples.


When ‘campaigns’ is selected from the Type List, you will be able to add and remove campaigns as well as make multiple changes at once such as ‘adding multiple campaigns’ or replacing and appending text, changing capitalisation, or URLs of items, this menu looks like this:

Add Campaign

Ad Groups

When ‘ad groups’ is selected from the Type List, you will be able to add and remove ad groups as well as make multiple changes at once such as ‘adding multiple ad groups’ or replacing and appending text, changing capitalisation, or URLs of items, this menu looks like this:

Add Ad Group


When ‘keywords’ is selected from the Type List, you will be able to add and remove keywords as well as make multiple changes at once such as ‘adding multiple keywords’ or replacing and appending text, changing capitalisation, or URLs of items, this menu looks like this:

Add Keywords


When ‘ads’ is selected from the Type List, you will be able to add and remove ads as well as make multiple changes at once such as ‘adding multiple ads’ or replacing and appending text, changing capitalisation, or URLs of items. This is the same for image ads and the menu looks like this:

Add Ads

Data View (Pane 5)

The ‘Data View’ panel is where data is viewed that has been previously selected from the Campaign Tree and Type List. From within the panel you can select items (be they campaigns, ad groups, keywords, placements, etc) and copy them, cut them, pause, activate, remove, etc.

Double clicking on an item will load that item, in much the same way that double clicking on a folder within your explorer window.
It is also possible to edit fields within the Data View panel directly by clicking on the field that you want to edit.

Changing Columns

It is possible to add or remove columns as well as changing he order that they appear in.

This allows you to customise your view for each component of the account (campaign, keyword, etc). It is also possible to change the width of the columns by clicking on and dragging the vertical divides within the column headers:

Changing Columns

Aside from the custom columns that you add, there are four default columns that appear on the left-hand side which are each represented by a symbol, we explain each one below. These are the four symbols:

Column Symbols

Changed Status= Changed Status: If an item has been changed it will have a symbol in this column that informs the user that an item has been changed locally (unposted change). The symbol shown in the column under this header is this: Status and this will be accompanied by one of the following symbols to indicate what has changed:

  • Plus (+): Item added
  • Delta (∆): Item changed
  • Minus (-): Item deleted

Verified Status

= Verified Status: This shows the status of items within the Data View and is colour-coded.

  • Red Circle: There is an error with this item that will prevent it from being posted
  • Yellow Circle: The may be an issue with this item, typically a policy violation.
  • Green: Verified for posting

Comment Icon

= Comment Icon: This highlights whether a comment exists for an item, you can view this within the ‘comments’ tab within the Settings Panel (Pane 6).


Staus Icon

= Status Icon: There are three options here with we show below:



Enabled - Enabled

Paused - Paused

Removed - Removed

Settings Panel (Pane 6)

This is the part of the tool where all of the options for editing are located; depending on what is selected (keywords, campaigns, ad group, etc) will determine what is shown to you in this section. We look at the most common selections and options found in this part of the application.

Like many other components of AdWords, this section has different options for every Type List item you can select, we do not cover all of these possibilities here because we cover them in more detail in other guides.


If ‘campaigns’ is selected in section 2 of the tool, these are the options available:


Follow the link for more information on campaigns and what all these settings mean.

Ad groups

If ‘ad groups’ is selected in section 2 of the tool, these are the options available:

Ad Group Settings

Follow the link for more information on ad groups and what all these settings mean.


If ‘keywords’ is selected in section 2 of the tool, these are the options available:

AdWords Editor Keyword Settings

Follow the link for more information on keywords and what all these settings mean.

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