Columnas bid, Default Max. CPC , ad type FPB ,TPB

Bid strategy type: bids para las keywords,ads y campaigns.

• Si es una Campaing manual: se vera CPC en la columna
• Si es automatic bidding: se vera Auto
• Si adwords esta ajustando el maximo: se vera Enhanced.

Bid strategy: bids utilizado , segun el strategy type.

• Si no hay estrategia aplicada se vera "--"

Clicks: cuando la gente hace clikc en el link azul

Impresiones: cada vez que se despliega un ad en google search o google network.

Ctr: promedio de cada vez que la gente ve el ad y le hace click, se utiliza para saber que tan bien estan utilziadas las keywords y el rendimiento del ad.

Avg. CPC: promedio de cuanto se ha cobrado por cada click en el anuncio.

Avg. CPM: promedio de cuanto se ha cobrado por cada 1000 vistas del add, si esta utilizado CPM.

Cost: la suma de CPC y CPM (costo por mil impresiones)

Avg. Position: posicion en que aparece en search results.

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Las siguientes aparecen en algunos no en todos los lugares:

Ad type: solo en ADS, typo de anuncion: text, imagen, mobile o video.

Default MAX.CPC:  lo maximo que se va a pagar por click.

• Cuando dice Auto: si se esta usando automatic bidding ej: target ROAS flexible strategy, los bids no podran ser editados.
• Cuando dice Enhanced: Adwors utiliza un sistema inteligente

Est frist page big / Est top of the page: estimado CPC para aparecer en first page de google search cuando un termino de la busqueda es exacto a una palabra clave. El estimado es basdao en el QUALITY SCORE y el current advertiser.

CTR Relativo: promedio de cuanto performance tiene el ad en Display nework, comparado con los otros anunciantes que se ven en el mismo determinado sitio. Es calulado diviendo Clickthorug rate por el average clickthroiug rato de todos los anunciantes en el mismo lugar donde los ad han sido desplegados. 

Tipos de networks y match types

Tipos de redes (network types)

Google Search network: :
 - Google search, shopping, maps, images, groups, non-google (parteners) los partners estan activados por default pero pueden desactivarse en la conf de la campana.
- Solo en text ads
- Los ads son seleccionados segun relacion al termino de la busqueda.
- Se usa si se quiere resultados solamente en las busqueda, o cuando buscan algo especifico.

Display network: 
- paginas web, videos, apps, gmail,youtube, blogger, google finance.
- ads text, imagenes, rich media, videos
- Se usa para branding image, y usuarios que navegan por internet.

Google shopping: usada para anunciarse CON PRODUCT LISTING ADS en Google search network y en google shooping(depende del pais).

	Search Network only	Display Network only	Search Network with Display Select (Recommended for newer advertisers)
Where your ads appear	Ads can show next to search results throughout Google’s Search Network, which includes: Google Search Shopping Maps Images Groups Non-Google search sites (like AOL) that partner with Google to show search ads, called search partners. This option is selected by default, but you can deselect it in your campaign settings.	Ads can show throughout Google’sDisplay Network, made up of more than a million different possible placements, including: Websites that show relevant Google ads Videos Apps Gmail YouTube Blogger Google Finance	Ads can show with: Search results on the Search Network Relevant placements within the Display Network, including: Websites that show relevant Google ads Videos Apps Gmail YouTube Blogger Google Finance
How it works	Ads are matched to search results pages based on the terms or phrases someone searches. For example, a search on Google for "home plumbing repair" might show an ad that uses that phrase as a keyword.	Your ads are matched to websites and other placements, like mobile apps, when your keywords are related to a site’s content or the interests of a user browsing a site. You can also choose to target specific sites, pages about specific topics, demographic groups, and more.	If you select this option, your budget will be shared across both networks. However, compared to Display Network only campaigns, your ads are shown more selectively on the Display Network. They’ll be shown to customers who are browsing sites related to your keywords and who are most likely to make a purchase. More about this campaign type.
Available ad formats	Text ads	Text, image, rich media, and video ads	Text, image, rich media, and video ads
When to choose it	You want your ads to appear next to Google search results You only want to reach customers searching for your specific product or service	Recommended for more experienced AdWords advertisers You want to reach customers while they’re browsing online You’re interested in building awareness for your brand across a large audience	Recommended for newer AdWords advertisers You want to continue advertising on Google Search and also branch out to reach customers as they browse the web You'd like to apply your remaining Search Network budget to advertising on the Display Network
Example	You have a small but busy home repair business that earns the most revenue from plumbing repairs. A "Search Network only" campaign type with “Standard” settings lets you skip all of the advanced settings and just target your text ads towards high potential customers searching for home plumbing services.	You work for a record label and want to increase exposure for a new band or get more ticket sales. A “Display Network only” campaign lets you reach people visiting music-themed sites, such as blogs about live shows or sites that review new music.	You run a car repair service. You choose a "Search Network with Display Select" campaign so your ads can reach people in more places who are seeking out your services, whether they’re looking on Google Search or checking out a car service review site.

Configuracion de la palabra clave ( match types)
Broad: sinonimos, errores, orden diferente +kewrod
Exact: exactos
Phrase: frases

!! Los tipos de match type en Display network siempre seran broad match.

Cuadro de match types:

Match type	Special symbol	Example keyword	Ads may show on searches that	Example searches
Broad match	none	women's hats	include misspellings, synonyms, related searches, and other relevant variations	buy ladies hats
Broad match modifier	+keyword	+women's +hats	contain the modified term (or close variations, but not synonyms), in any order	hats for women
Phrase match	"keyword"	"women's hats"	are a phrase, and close variations of that phrase	buy women's hats
Exact match	[keyword]	[women's hats]	are an exact term and close variations of that exact term	women's hats
Negative match	-keyword	-women	are searches without the term	baseball hats