Introduction
From the main Keywords tab, in the upper-right of the grid, you'll see the View Builder link. From here you can add or remove a variety of columns to or from the grid for quick reference.
'Settings' View Builder Columns For Keywords
The following are accessible from the Settings section of the left-hand View Builder menu.
| Name | Source | Definition |
| Account | Publisher | Nickname given to a publisher account |
| Publisher | Publisher | Publisher for the selected account: Google, Yahoo, Microsoft, or Facebook |
| Campaign | Publisher | The parent Campaign of the Keyword |
| Group | Publisher | The parent Group of the Keyword |
| Match Type | Publisher |
Match Type is either Broad, Phrase, or Exact. For Yahoo, Standard = Exact, and Advanced = Broad |
| Search Bid $ | Calculated |
Keyword search bid currently set at the publisher Note: If Search Bid = 0 [zero], then the Group Search Bid is used as the search bid set at the publisher. |
| Status | Publisher | Status of a Keyword is Active, Paused, or Deleted. The status of the parent object will be listed if the parent status overrides the keyword value. For example, a Keyword would display Campaign Paused if it inherited a Paused status from its parent Campaign. |
| Destination URL | Publisher or upload | Destination URL of keyword, group or creative |
| Landing Page | Publisher (Google only) or upload | Google's Final URL |
| Mobile Landing Page | Publisher (Google only) or upload | Google's Final URL for mobile |
| Tracking Template | Publisher (Google only) or upload | Template URL for tracking solutions and extra parameters |
| Custom Parameters | Publisher (Google only) or upload | User-defined ValueTrack parameters |
| Click Through URL | Publisher | Landing page for keywords utilizing re-directs |
| Strategy | Application Setting | Strategy containing Keyword's parent Group |
| Calc. Search Bid $ | Calculated | The bid is calculated by the application from the historical performance data and Strategy bidding targets. |
| Rec. Search Bid Chg. € | Calculated | The difference between the current calculated search bid and the last calculated search bid. |
| Rec. Search Bid Chg. % | Calculated | The difference between the current calculated search bid and the last calculated search bid divided by the current calculated search bid. |
| Min. Bid $ | Publisher | First Page Bid (Google) or Min. Bid for the keyword, as defined by the publisher |
| Min. Bid Delta $ | Calculated | Calculated as Search Bid $ - Min Bid $. If Search Bid $ = 0, then Group Search Bid $ is used. If negative, indicates the amount that the Search Bid $ is below the Min Bid $. |
| Group Search Bid $ | Publisher | Bid for the Keyword's parent Group. Group Search Bid is used for a Keyword when the Keyword Search Bid = 0 |
| Estimated RPC $ | Calculated | Gross Profit / Clicks based on a Keyword's historical performance. This calculation is performed over the date range used for the bidding algorithm and NOT over the date range displayed. Value per Click is blended with other Keywords in the Strategy only when insignificant data is available for that Keyword. |
| Bid Override | Application Setting | Indicates if Keyword is in Bid Override mode. Bid Override is set to On for Keywords that are being bid manually (see also Bid Override in the Edit Keyword menu). Otherwise, Bid Override status is set to Off. |
| Override Until | Application Setting | Expiration date for Bid Override |
| Bid Calc. Date | Calculated | Date of most recent bidding calculation |
| Quality Score | Publisher | Google Ads calculates a Quality Score for each Keyword based on relevance to a consumer's search query and the corresponding ad text. A Keyword's Quality Score updates frequently based on performance. A high Quality Score means the keyword will trigger ads in a higher position at a lower Cost Per Click (CPC). |
'Advanced' View Builder Settings For Keywords
The following are accessible from the Advanced section of the left-hand View Builder menu.
| Name | Source | Definition |
| Creation Date | Application Setting | Keyword creation date, or date keyword was linked into the application |
| Pub. ID | Publisher | Publisher Assigned Keyword ID |
| Param 2 (Microsoft) | Publisher | Value of keyword's Param 2 Variable ( Microsoft Only) |
| Param 3 (Microsoft) | Publisher | Value of keyword's Param 3 Variable ( Microsoft Only) |
| Phrase Bid (Microsoft) | Publisher | Phrase match type bid (Microsoft Only) |
| Exact Bid (Microsoft) | Publisher | Exact match type bid (Microsoft Only) |
| Content Bid (Microsoft) | Publisher | Content match type bid (Microsoft Only) |
| Alt. Text (Yahoo) | Publisher | Keyword alt text (Yahoo Only) |
| Redirect ID | User | Redirect ID used for Atlas redirects (only applicable for clients using Atlas) |
| Relevance | Application Setting | Measure of Keyword's relevance to the Creatives in its add group. Measured on a scale of 0-100, where 100 is the most relevant. |
| Live Ads Param 1 | User | Numeric insertion parameters that can be used in creatives (Google Only) |
| Live Ads Param 2 | User | Numeric insertion parameters that can be used in creatives (Google Only) |
| Last Modified Date | Application Setting | Date the keyword was last updated |
| Length | Publisher | The number of characters for this keyword |
| Token Count | Publisher | The number of words (‘tokens’) for this keyword |
| Unique ID | Application Setting | The keyword’s unique tracking ID (only auto-populated for keywords created in the platform) |
'Settings' View Builder Columns For Campaigns
The following are accessible from the Settings section of the left-hand View Builder menu.
| Name | Source | Definition |
| Publisher | Publisher | Publisher for the selected account: Google, Yahoo, Microsoft, or Facebook |
| Account | Publisher | Nickname given to a publisher account |
| Status | Publisher | Status of a Campaign is Active, Paused, or Deleted. |
| Tracking Template | Publisher (Google only) or upload | Template URL for tracking solutions and extra parameters |
| Custom Parameters | Publisher (Google only) or upload | User-defined ValueTrack parameters |
| Local Inventory Ads | Publisher | Shows if Local Inventory Ads are enabled or disabled |
| Mobile Bid Adjustment | Publisher | Bid adjustment set by percentages, determines the frequency with which the ads are shown on mobile devices |
| Tablet Bid Adjustment | Publisher | Bid adjustment set by percentages, determines the frequency with which the ads are shown on tablet devices |
| Native Bid Adjustment | Publisher | Bid adjustment set by percentages, determines the frequency with which the native ads are shown on mobile devices |
| Inventory Filter | Publisher | Publisher setting that lets advertisers limit what products a given Shopping Campaign will show on the search results page, even before product groups are defined |
| Rec. Mobile Adj. | Calculated | Mobile bid adjustment recommendation set by percentages calculated by Marin’s bidding algorithm |
| Rec. Desktop Adj. | Calculated | Desktop bid adjustment recommendation set by percentages calculated by Marin’s bidding algorithm |
| Daily Budget | Publisher | Amount set for a campaign specifying how much on average a campaign should spend each day |
| End Date | Publisher | Setting that determines how long a campaign’s ads will run |
| Network | Publisher | Determines the network where customers will see the campaign’s ads |
| Devices | Publisher | Devices on which the campaign’s ads will be served |
| Device platforms | Publisher | Device platforms on which the campaign’s ads will be served |
| Device Carriers | Publisher | Device carriers on which the campaign’s ads will be served |
| Delivery | Publisher | Setting that determines how quickly you want to use your budget each day |
| Subtype | Publisher | Determines which settings and options are available, such as the types of ads |
| Bidding Type | Publisher | Publisher bidding model. Can be set to Budget Optimizer, Conversion Optimizer, CPC or CPM. |
| Strategy | Application setting | Strategy or Strategies containing the campaign or ad groups in the campaign |
| Geo-Targeting | Publisher | Geographical location where ads will be shown |
| Language | Publisher | Language targeting setting |
| CPC Bid | Publisher | Campaign CPC bid |
| Mobile Bid Adj. Exclusion | Application Setting | Excludes campaigns from platforms recommended bid adjustment |
'Advanced' View Builder Settings For Campaigns
The following are accessible from the Advanced section of the left-hand View Builder menu
| Name | Source | Definition |
| Creation Date | Application Setting | Campaign creation date, or date campaign was linked into the application |
| Last Modified Date | Application Setting | Date the campaign was last updated |
| Active Groups | Application Setting | Number of active ad groups in the campaign |
| Pub. ID | Publisher | Publisher assigned Campaign ID |
| Sched. Action | Application Setting | Next scheduled action set for the campaign |
| Baidu Status | Publisher (Baidu only) | Synchronisation status of the campaign |
| Campaign ID | Marin | Marin assigned Campaign ID |
