• State: The very left hand column of the statistics table on the Assets page displays symbols that show whether your ads, ad groups, or campaigns are running or paused.
• Ad relevance: From the Search keywords page, add the “Ad relevance” column. You’ll find a keyword status that measures how closely your keyword relates to your ads. If it’s below average, it may mean that you could update your ad text to more closely relate to your keywords, or that you could split your ad group into multiple ad groups in which ads might more closely relate to your keywords.

For overall good ad performance, don’t spend too much time on analyzing your ads at a granular level. Instead, follow these best practices:

• Set your ad rotation setting to Optimize
• Have at least 3 ads in your ad groups
• Enable at least 3 ad assets

• State: The very left hand column of the statistics table on the Assets page displays symbols that show whether your ads, ad groups, or campaigns are running or paused.
• Keyword status: The "Status" column of the statistics table on the Search keywords page tells you whether each of your keywords is eligible to run. Hover over a keyword's status to see a summary of that keyword's status. Or, click the Keyword details drop-down button, then select Diagnose keywords to view multiple keyword statuses at once.
• Quality Score: This column helps you monitor the Quality Scores of your keywords. The column is not visible by default in new accounts' statistics tables, but you can make it appear by clicking Search keywords in the page menu on the left, clicking the Columns icon , and then choosing Modify columns from the drop-down. Next, click Quality score, and then check the box next to "Quality score.".
• Search terms: You can review the actual search terms that drove traffic to your ads on the Search terms page. Click Search terms at the top of the page, and then click Search terms in the drop-down that appears. You can use this information to identify which keywords are the most successful and to find new keywords to add to your account. If you find that irrelevant terms are triggering your ad, you can add these as negative keywords to prevent your ad from showing on these terms.

It's always important to keep your own campaign goals in mind when you look at your account statistics. Depending on what you want to achieve, certain statistics will be relevant and helpful to you, while others may not be as useful. Choose a goal from the list below to review more suggestions of what to track:

• Return on investment
• Brand awareness
• Traffic to your website
• Sales and conversions

Click the Segment icon and select Device to view the data in your campaign segmented by device. This allows you to compare statistics such as clicks, impressions, or conversions for desktop computers and high-end mobile devices. Segmenting your data can help you identify which campaigns, ad groups, ads, or keywords are driving the best performance for a particular type of device, especially for campaigns combining desktop computer and mobile devices.