Enhance Your AdWords Content Network Performance By Trimming the Fat
Recently, I wrote an article on using the placement performance report within Google AdWords (and Amber recently wrote an article on trimming fat!). As a result of this article, there was a bit of discussion in regards to how granular the site exclusion tool can remove under performing websites from your campaign. I thought I would write a follow-up on this topic to discuss the various levels at which you can use this helpful tool.
Depending on how poorly a website is performing, you can exclude your ads from that website at various levels in order to enhance your performance.
Top level domain (example: shoes.com): If there are no sections of a site that generate a positive return, you can exclude the entire site at the top level domain. This way your ads will not appear on this site.
First level sub domain (example: www.shoes.com, or sale.shoes.com): There may be sub level domains that do not perform well. You can remove your ads at this level of a site. This means your ads will not be shown on the specific sub domain you exclude, but yours ads can still show on other sub domains within the site.
Single directory name (example: www.shoes.com/blueshoes, or shoes.com/blueshoes): This is a deeper level of granularity at which you can remove your ads. With this option, you would remove your ads from www.shoes.com/blueshoes but your ads could still appear on other sections of the such as www.shoes.com/redshoes or www.shoes.com/sneakers.
Multiple directory name (example: www.shoes.com/blueshoes/highheels): This tactic is off the records and the AdWords help section even says that you can’t exclude your ads at this specific level within a site. I included this tactic because I have done this in the past.
Just to confirm, I called my AdWords Reps to ask their thoughts on this tactic. They said that the multiple directory name exclusions I had inserted into a specific campaign seemed to be working okay. However, they had a caveat that AdWords can’t guarantee that excluding at this level will always work. So, even though the AdWords help section says you can’t exclude at the URL level, you can test it out. To test this method you can exclude the specific URL and then review your placement performance report to see if it worked. If it does, great! If not, you should re-evaluate and try the single directory exclusion.
When analyzing your placement performance report, I would suggest reviewing your performance at the single directory level. However, if an entire site is bad, just exclude the whole thing.
Category exclusion: The next three exclusion tactics have a broader stroke. You can exclude your site from entire categories within the Google content network. Currently, the list of topics is not extremely robust, but this can be a very helpful tool. Here is the current list of categories from which you can remove your ads:
- Crime, police & emergency
- Death & tragedy
- Military & international conflict
- Juvenile, gross & bizarre content
- Profanity & rough language
- Sexually suggestive content
Media types: Right now, this should be called “video content exclusion” because that is all you can do with this option currently. But this can be helpful when optimizing your performance on the content network.
Page types: This is another helpful way to exclude your ads. The page types that you can exclude from your distribution include:
- Error pages
- Parked domains
- Image-sharing pages
- Social networks
- Video-sharing pages
The Google content network is vast and it can be a great source of traffic with a healthy ROI. Since this distribution has a great amount of traffic, you have to monitor your performance closely, and you have utilize all of the optimization tactics that are available in order to trim the fat from your account and to generate the best results.
Get Your Brand in Front of Dedicated PPC Pros!
We're headed to London to join nearly 300 of our best PPC friends. And we still have a limited number of opportunities for your brand to join us!
The Top Ten Tips For Effective Dayparting
Determining your need for hour of day modifiers can provide extremely competitive returns based on time invested in implementing.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Should You Be Creating Device Specific Campaigns?
Creating new device specific campaigns is a lot of work and can potentially overcrowd your account. You need to determine if this tactic is right for you.
9 Hero Conf London Advanced Sessions You Can't Miss
If you'd like some more details (and we've got plenty of details), how about a rundown of the deepest, most actionable sessions you'll see. These 9 sessions are designed for the expert-level PPC professional.
Why Your PPC Account Isn’t Living Up To Its Potential
I will review common themes that I see in either prospective clients, new clients, or accounts that are red that aren't living up to their potential.
[New Webinar!] 6 Steps To An Advanced Competitor Analysis For Digital Marke...
In this new live webinar, Hanapin’s Jacob Fairclough and SEMrush’s Paul Klebanov will direct you through the process of analyzing your own account, comparing it to your competition, and taking the steps to put your brand above the rest.
5 Psychological Principles You Should Be Using In Your Marketing
I propose that knowing what your audience is thinking or even the steps in their thought process is even more beneficial than simply knowing who they are.
Add It To The List - Structured Snippets Now Available In Bing
Another item for the list of new features in Bing - Structured Snippets are now available to all U.S. advertisers, with international support already being rolled out.
Do You Want A Free PPC Hero T-Shirt?
We're conducting a brief 2-minute survey to get your thoughts and opinions. By taking the survey, you'll get entered to win a certified PPC Hero shirt! Fill out the survey by Friday, September 23rd.
4 Tips To Survive An Account Manager Change
Have you ever received a call or email from your agency that you will be getting a new account manager? The thought could be frightening, especially if you LOVE your current AM. After you take a deep breath and realize life will go on, keep...
Build Your PPC Network, One Pro at a Time!
Do you ever feel that the people who understand your role best live mostly on Twitter? Is it sometimes difficult to find those few individuals you know you can count on for the best PPC advice? We’ve got the solution for your paid search woes.
Balancing Volume, Competition, And Intent To Find The Right Keyword
Although it isn’t going to bring results as quickly as a PPC campaign (and you can even use these methods for PPC), you can’t go wrong with a good old organic traffic campaign running alongside your ads.