Finally!! Exclusion of Domain Ads and Error Pages (More Good News)
Nov 12, 2007 Google Adwords
Someone at Google must have been listening, because now you’ll be able to start excluding your Content Network Adwords campaigns from showing up on Domain Ads and Error Pages. Although I’ve always preached that it’s best to determine whether or not those placements will convert on your unique campaigns, you’ll now have the power to test it yourself, without the need for insider help.
With Content Network reports released back in July, greater flexibility has been granted by Google Adwords by disclosing a) Content Placements and b) Impression Share at the Campaign, Ad Group, and Ad Variation level. This has given advertisers the power to not only monitor where their ads show up, but also the ability to target better placements using Site-Targeted (better known as Placement Targeted) campaigns, or fine tune placements using the Site Exclusion tool.
Greater flexibility is always a good thing for online marketers. But what impact will Domain Ad and Error Page exclusions have on Google? After all, the bulk of my managed campaigns relied heavily on Domain Ad and Error Page placements in order to round out my various weekly/monthly budgets. In fact, the bulk of my content network budgets went to Domain Ads; 80-90% of my managed spend to be exact.
It’s too soon to tell whether diminished Domain Ad and Error Page placements will have a significant impact on Google’s bottom-line, but I’m hoping the advertiser’s bottom line is destined to improve. The only downside of excluding Domains and Error Pages might be that you’re going to have to rely on Adwords to figure out which pages will convert better for your ads
You might be asking yourself “but Garry, isn’t the content network meant to determine where ads should be placed based on contextual targeting and keyword matches?” Absolutely. But, there are thousands of Adsense publishers that click their own ads, or buy traffic to artificially boost their profits without setting off alarm bells at Google. Click fraud artists know how to play the system, and so should you.
In conclusion, online marketers that use the Adwords tools at your disposal plus a good analytics package, will empower you to make a difference on your bottom line as well as your conversion.
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