AdWords has gotten an upgrade from Google when they launched Custom Columns, which lets you segment existing column metrics to get more detailed insights based on your objectives.
As an example, “By selecting an existing metric like clicks or conversions, and applying a segment like ‘Computers’ or ‘Mobile’, you can quickly create a new custom column that shows you ‘Computer clicks’ or ‘Mobile conversions.’”
Some of the features that you can take advantage of is adding Custom Columns at the campaign or ad group level, as well as sorting, filtering, and downloading the data in the custom columns.
There seems to be some positive feedback from advertisers on Twitter.
My take on custom columns – cool feature but nothing revolutionary – kind of like shared negative keyword lists. Agree? Disagree? #ppcchat
— Matthew Umbro (@Matt_Umbro) December 10, 2014
— Frederick Vallaeys (@siliconvallaeys) December 9, 2014
— James Svoboda (@Realicity) December 9, 2014