The first thing that you should do when monitoring your campaign is to consider the timeframe that you are working with. Do you want to see how your campaign has performed over the last year? 6 months? 1 week? These are all timeframes that you may want to look at for various reasons. You can also set a specific timeframe for more customized results.
It is important to know the difference between clicks and impressions. The number of impressions signifies the number of people who saw your ad. The number of clicks is the number of times someone actually clicks on your link. The number of click-throughs can be found by dividing the number of impressions by the number of clicks. This gives you a percentage to look at to see how many clicks you are getting. If only 100 people see your add, but 5 people click it, that is a 5% success rate for your ad.
If you find that your click-through rate isn't as great as you thought it would be, you can go into the keywords tab and remove underperforming keywords, and add new ones that you would like to try. It is a lot of trial and error, and plenty of revisions, but this keeps you involved with your campaign and aware of its success.
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