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How to Utilize Your Placement Performance Report to the Fullest Extent

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Not long ago, the Google Content Network used to be a source of frustration for many PPC managers. This distribution channel can be difficult to master as the user intent for the Content Network is extremely different from the Search Network. However, any frustration you may have encountered with the Content Network should hopefully not end in complete desertion of this distribution channel.

As a PPC manager, you now possess the tools to help optimize your Content Network campaign. The report/tool that I am going to focus on today is the Placement Performance Report within the AdWords interface. This report provides detailed information on where your ads have appeared within the Content Network, and how your ads performed on each website, as well as how your ad performed on each URL within each website.

The Placement Performance Report provides a lot of great information. However, you need to be able to interpret all of this data correctly in order to optimize your campaign properly.

To optimize your Content Network performance and better-target your ads, you’ll want to remove sites that are under performing. You will notice within the Placement Performance Report that you are given stats at the URL level, and not just the domain level. This means that Google is actually breaking down the information from each site down to the URL level. You should use this information to get even more granular with your targeting.

Here is a quick screen of this report:

screenshot

You can see from this report that my ads have appeared on numerous URLs within each domain. If you find that every URL from a given site under performs, then you should block that site at the domain level (to block the entire site). However, within each site there maybe URLs that work well and URLs that don’t work well. You can block individual URLs within a domain, this way your ads remain active on those portions of the site that generate a positive response, while removing your ads from the areas of a site that do not perform well.

This is one way to enhance your performance on the Google Content Network. This distribution channel is vast, it possesses a great volume of traffic, and has much potential for expansion within your PPC account. But you have to optimize wisely, and one way to do this is by utilizing your Placement Performance Report to its fullest extent.

About the Author

Joe

Joe is a former Account Manger at Hanapin Marketing, a search engine marketing firm focused on generating results through pay-per-click advertising.
  • http://blog.ppcproz.com Dan PPCPROZ

    Joe,

    I’m not sure you can exclude individual urls…

    “You may enter top-level domains, first-level subdomains, and domains with a single directory name. “

  • http://www.pcchero.com Joe

    Hello Dan!
    I was excluding URLs the other day for an account. About half of the URLs in one site were working well, and the other half were not working well. So, we excluded those that were not.

  • http://www.njackson.co.uk Njackson

    Makes sense!

  • PJ

    When I run my placements report I notice there are only about 4 domains being targeted by Google. CTR is VERY low.

    To target more domains and hopefully improve CTR do I need to:

    a) Increase my bid price, currently very low for the content network
    b) Add placement domains manually
    c) Any other suggestions?

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  • http://www.timthompson.com.au Tim T

    Hey – just came across this post. Placement targeting is awesome, and up until recently I too had to go through the tedious tasks that are involved in getting the correctly targeted sites. I thought you guys may be interested in a software system that I have been using for a little while now and just love what it can do and how much it can automate the finding of targeted placements for any niche. Check out the video on this site to find out more. It really has helped me a lot and when I saw this post, I thought it would definitely be worth mentioning.

    Cheers
    Tim

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