The type of Google Adwords campaign you have created (Search or Display) will determine the metrics and data to concentrate on.
This refers to the average position your ad occupies in the search results. Ideally, you want to be in position 1 or 2. Depending on the keyword, positions 1 through 8 usually show up on the first page of results.
Underneath the ‘Keywords’ tab, you are able to see how well each of your keywords is performing. This is helpful when looking at cost and determining how much you are paying per click on each keyword.
Within the ‘Keywords’ tab, click on the ‘Search Terms’ button underneath the tabs. Here, you will find the exact search term used when your ad was shown. This can provide insight into new or negative keywords to add.