» Improve Your AdWords ROI

One feature that was always missing from Google AdWords Reporting Center was the ability to see how your ads were performing on the content network on a website by website basis. The statistics that Google provided were aggregated by each ad group on the content network reducing the ability fully tweak the campaigns on the content network.

My rep at Google has been sending me reports that were not available on the built in reporting engine allowing me to see how my ads were doing on each site that is part of the content network. As expected when I recieved my first report, there were a handful of sites that were skewing the stats and by excluding them from running ads the performance of my entire campaign improved. Of course, not everyone gets access to a personal rep to get these reports and I am sure some of the bigger accounts that spend 9 - 10 figures per year have even better VIP service than I do!

Well, starting today you no longer need to be a VIP to get some critical reporting data. Google has released a new report called the Placement Performance Report. By running this report, you can easily filter out the garbage websites that were harder to detect in the past. There are some huge sites that generate thousands of clicks per month that result in zero conversions. This report flushes them out for you easily so you can funnel your advertising dollars to the sites that are bringing you conversions, and ultimately more money!

Here are some tips to help you use this new report, as the content network on Google should not be treated like a normal search PPC campaign:

Don’t just look at the Click-Through Rate (CTR)
On the Content network, depending on what sites your ads are running on it may get a very large number of impressions which will skew your click-through rate data. A low performing CTR on the content network will not have any effect on your ad ranking on the search network (where CTR does affect your ad ranking).

Focus on Conversions
When looking for sites to exclude, or sites to increase your exposure on be sure to look at the conversions from each site and how much each conversion is costing you. This is where you can make some tweaks such as dropping the sites that are not providing traffic that converts.

Optimize via Site Targetting
Optimization is the key to succesful internet marketing. If you visit some of the sites in the report and you know the visitors to that site are a good fit for what you have to offer, consider starting a site targetting campaign specifically for that website. You can tailor the ad copy to visitors of that site and that will result in improved conversions for sure.

This report makes it so much easier for me to see where my advertising dollars are going, so I can make the necessary changes each month. If you’re looking for an easy way to quickly make adjustments to your advertising campaigns on Google AdWords, then take a look at this new report and improve your ROI!

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