Brad Geddes / PPC Geek
Official Google Ads Seminar Leader.
Author of Advanced Google AdWords.
Co-Founder, Adalysis.
(703) 828-5811‬
Brad Geddes's Theories on Marketing Peak behind the content curtain to learn what AdSense sites...

Peak behind the content curtain to learn what AdSense sites are doing for you

Google is finally allowing advertisers to see where their ads are shown on the content network.

However, Google even goes further and allows advertisers to see the conversion and click through rates by content site.

Google’s newest beta report allows advertisers to run reports that are specific to the content network. Finally, advertisers can have full visibility into the often hidden world of the content network.

This will finally allow advertisers to learn:

  • Where their ads are being shown
  • What sites are converting
  • Understand if they wish to use site targeting
  • Which sites to block from displaying your ads
  • What smart pricing is really doing for your costs

This will mean very different things for both publishers and advertisers. Today, the focus is the advertiser.

How to find Content Network Information

In your AdWords account, go to the ‘reports’ tab and find ‘placement reporting. Selecting this button will let you run a content network report.

There are several options for segmenting the data under the ‘settings section’.

  • Level of detail
    • AdGroup
    • Campaign
    • Account
  • Domain or URL
  • Time View (summary, daily, etc)
  • Date Range
  • Which campaigns or AdGroups to include

Next is the good part, customize your columns. You can also view conversions! Finally, advertisers will have the ability to view conversions and clicks by site across the entire content network.

Finally, you can filter, save the report template, etc.

While you’re waiting for the report to run, Google displays the following box:

Placement Performance report tips: This report shows performance metrics (including impressions, clicks, and cost) for content network sites displaying your ads. When you review these metrics:

  • Don’t focus on clickthrough rate (CTR): Content network CTR doesn’t affect your ad ranking on the search network.
  • Think in terms of conversions: You can use Google’s free Conversion Tracking tool to determine whether site performance meets your ROI objectives.
  • Consider the site targeting feature: You can increase your exposure on top performing sites.
  • Wait for statistically significant data: For sites without much performance data, wait a while before making a final judgment.

Some of the above information is very important to remember. One should never worry about the click through rate for content. It’s not one of the quality score factors.

And then finally the numbers. You will easily be able to compare site targeting to pay per action ads to every site on the content network where your ads are showing.

No longer will advertisers be in the dark about where their ads are showing. You can now have visibility into the network, block non-converting sites, and even target sites directly that are converting.

This is a huge win for advertisers. Many thanks to AdWords for finally introducing this report. Next, because there’s always more that advertisers desire, would be visibility into search partners.

The key to a successful AdWords campaign is account organization, visibility into numbers, and then optimizing based upon that data.

Finally, advertisers have visibility into the content network numbers. It’s time for content network optimization.

No Comments

  1. Steve
    May 15, 2007 at 12:05 pm ·

    I clicked under my report tab and did not see the “Placement Performance” option.

    Is this only available to certain Adwords users?

    • Brad Geddes aka eWhisper
      May 16, 2007 at 5:36 am ·

      Steve,

      It’s currently being tested in beta. Hopefully, it will be rolled out to all accounts soon.

  2. Jak
    May 19, 2007 at 7:23 pm ·

    Your site is perfect!

  3. Jeremy
    May 20, 2007 at 8:13 am ·

    Awesome!

    Since I don’t yet have this feature I was wondering if you could check something out.

    From the screen shot above it doesn’t look like you can tell which of your ads is performing the best (headline, description, etc) on the content network from this new report.

    If you run an “ad performance” report, do you now have the option of seeing the sites your ads show for on the content network? This way if you are split testing ads you will know which ones do better on the content network.

    Thanks for such a great resource!

  4. Soren Jensen
    May 21, 2007 at 6:12 pm ·

    Hi Brad.
    Any news on when this fantastic, fabulous, amazing (and lots more) reporting tool will be available for “non-VIP”???

    Looking forward to see you in Vegas at the seminar, this wednesday.

    Best regards

    Soren J ;o)

  5. John
    May 23, 2007 at 8:51 am ·

    Soren-

    Since this ‘Placement Performance’ report is still in beta, you must request it. I contacted my Google Rep and asked that a handful of my clients were included in the test and a few days later I had access to this “fantastic, fabulous, amazing reporting tool!”

    Hope that helps!

    Brad-

    As always, thanks for the spot on description and analysis.