Running AdWords reports
Running AdWords reports is pretty basic in that all you need to do is log into the MCC (My Client Center) and click the 'Client Reporting' tab. To create a new report select the blue '+ create report' button. You can set the report type, format, date range, account selection and more at this screen.
On a monthly basis, (~ the 1st of each month I run the account performance report for the last 30 days.
Key things to look for are the CTR (click-through rate), Avg. CPC (cost-per-click) and Avg. position (where the ad shows in results pages.)
While I always look to boost CTR and lower the avg. position, you can set new goals each month. For example, this month I may want to make my goal to decrease the average CPC. I will audit keyword bids, and start reducing bids slightly to reduce expense without losing placement.
See improve results to learn more about increasing quality scores and optimizing ads for the best ROI.