From your account dashboard, select 'Report Templates & Designer' under the Reporting tab to start creating a template. Once you're in the designer, click on the 'Top Elements' section to view the different widgets which let you report on top items and click on them to add them to the report.
Common settings in table widgets
Choose to sort by impressions, clicks, cost, conversions, etc.
Specify the number of rows to display
Select the metric columns to show in the table
Select the level at which you want to report (account/campaigns)
Choose the date range from the selected date range and account picker in the selector widgets
Custom Conversions in Widgets
The following widgets in this section support the use of custom conversions:
Top Ad Groups
Top Search Terms
Top Text Ads
Top Image Ads
Top Keywords and Top Placements* Widgets
These widgets list top-performing keywords/placements which can be sorted by clicks, cost, impressions, conversions, etc.
Top Search Terms*
This widget lists the top search terms that triggered ads in the account. It can help identify high performing search terms that can be added as keywords to the account to drive more traffic. The search terms can be sorted by traffic, cost or conversions. You can also aggregate data to show if there are small accounts.
Top Ads - Text, Image, and Video
These widgets list top-performing text, image, call-only ads, and video ads respectively. The top image and video ads widgets also show an image of the ad in the report. The Top Videos Table also lets you report on the quartile to show how much (percentage) of the video ad customers actually see (25, 50, 75, 100).
Top Campaigns and Top Ad Groups
These tables let you report on the performance of top campaigns/ad groups in an account. The data can be sorted by traffic, cost, or conversions for the selected date range.
Top Product Groups
These tables let you report on the performance of top product groups in a shopping campaign. The data can be sorted by traffic, cost, or conversions for the selected date range.
Top Phone Calls
These tables let you report on the performance of top phone calls in a campaign. The data can be sorted by call duration or call start time for the selected date range.
*Widget not compatible with Bing Reporting.