4 Steps To Optimize Google Adwords Content Targeting Campaigns
I have previously blogged about Google Adwords Content Network Strategies. However since then, many changes have been introduced and implemented on Adwords, it is time to re-visit and bring up the 4 steps to effectively optimize your Content Targeting campaigns on Adwords.
Step #1: Separate Content and Search Campaigns
To improve the performance of your Content Targeting campaign, it is necessary to at least set different Max CPC for your Content Targeting and Search Targeting campaigns. It is even better to entirely separate your Content Targeting campaign from your Search Targeting campaign. I have previously explained with the 3 Principles of Google Adwords Content Targeting.
Step #2: Conversion Tracking
The next immediate step is to turn on the Google Conversion Tracking. Once the Conversion Tracking is activated, you will be able to review conversions, but other important and related metrics including cost per conversion and conversion rate. These metrics will be displayed alongside per unique URL or per domain in the Placement Performance Report, which will be discussed in Step 3 below.
The implementation of Google Conversion Tracking requires additional work from you or your webmaster. A snippet of Javascript code has to be placed onto the purchase confirmation page of your website, which is explained here.
Step #3: Placement Performance Report
The Placement Performance Report was officially launched to all Adwords users in June. This report has been especially built for Adwords advertisers who are managing and optimising Content Targeting campaigns.
You can retrieve the Placement Performance Report on one of the three levels (Account, Campaign and Adgroup). This report will also show both domains and URLs that are sending clicks to your own web site.
The important part is that when it is combined with Google Conversion Tracking, you are able to see additional fields about conversion data. This will allow you to determine and exclude URLs or domains that have been delivering poor quality traffic, as we are going to discuss in Step 4.
Step #4: Site Exclusion Tool
From the information you have been given from Placement Performance Report and Conversion Tracking, you will then be able to identify referring web site traffic that are of low value or no value for your own website. You should use the Site Exclusion Tool to block those websites (or web pages) from sending clicks to your own site. Since the beginning of 2007, the Site Exclusion Tool has been upgraded to support the exclusion of unlimited number of URLs.
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Posted on August 29, 2007
Filed Under Adwords Content Network | 11 Comments
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When Google released Google Analytics, some wondered about the fate of the conversion counter. While far more limited in its reporting capabilities, the conversion counter offers a way for Adwords advertisers to see campaign performace- through the interface or reporting module. Specifically, the counter provides for far superior rolling daily analysis and same- day reporting that Google Analytics doesn’ t provide.