For example, a user sees your Adwords display ad on a Google Display Network placement and remembers the ad and your brand name. Later (within 30 days), the user searches for your brand name on Google.com, clicks on one of your Adwords search ads and completes a conversion (e.g. a purchase) on your site.

• The original source of interest was an Adwords Content Network ad (Google display ad), but the conversion would be attributed to the Google Adwords search ad.
• Google Adwords View-through Conversion metric identifies the Adwords display ad as a contributing factor to the conversion.

Google Adwords View-through Conversion Tracking

How Google Adwords View-through Conversion Tracking works:

• Google Adwords View-through Conversions are only available to display ads in Google Adwords content/display network campaigns. i.e. View-through Conversions are not reported for search campaigns or for text creatives in Google’s display network campaigns.
• Adwords conversion tracking must be enabled for Google Adwords to report View-through Conversions.
• Adwords View-through Conversions can help you to understand which websites that the display ad campaigns work well on, even if users don’t click on the display ads.
• Adwords View-through Conversions are tracked through the Adsense cookie. If a Google display network ad click happens before the conversion, the conversion is attributed as a click-conversion.

How are Google Adwords View-through Conversions recorded, counted, and attributed?

Recorded: View-through conversions are recorded for the date of the associated impression.

Counted: Clicks on search ads do not interfere with View-through conversion tracking reports. Conversions are counted when there’s a display impression on the Display Network. We count all conversions not associated with a click and attribute them back to the last impression in the last 30-days. Consequently, a single impression can be associated with multiple View-through conversion events. In cases where a conversion follows both a search click and a display impression, both a clickthrough conversion and View-through conversion are attributed, respectively.

Attributed: View-through reporting attribution follows the industry standard of last click, last impression attribution. This implies that the conversions are first credited to the last click, and if there’s no click in the last 30-days, then they’re credited to the last impression, preceding the conversion.

View-through Conversions vs Click-conversions

Google Adwords View-through Conversion metric should be used as an indicator to how display ads affect your website users to convert. Never count View-through conversions the same as click-conversions, otherwise you will run into conversion double-counting issues.

View-based conversions are an indicator of banner advertising’s influence on a consumer’s propensity to convert, and the conversions you see being reported on shouldn’t be part of your total conversions – Real conversions should have some sort of source click attached to it.

When you count view-based conversion the same as click-based conversion, you can end up double-counting conversion when you bring all your data together into a consolidated dashboard.

Other opinions on the View-through Conversion metric:

• Cons on view-through conversion tracking – WordStream Blog
• Improvements to view-through conversion reporting – ROI Revolution

What is Adwords Placements?

Placements are “locations” on Google’s Display Network where advertisers’ ads can appear.

• A placement can be an entire site
• A placement can be part of a site, such as a single page or several pages of a site
• A placement can be an ad unit on a single page of a site

Adwords Placement Targeting

Adwords ads can be targeted to Google’s Display Network based on:

• Automatic placement: Through themes of keyword lists, contextual targeting determines automatic placements where Adwords ads will appear within Google’s Display Network.
• Managed placement: Adwords ads are matched to specific placements chosen by advertisers, while unique bids can be set to each managed placement.
• Remarketing: Adwords ads are shown to specific audience/demographics who previously have visited advertisers’ websites. The size of the remarketing ad audience depends on the targeting criteria in which the marketer/advertiser has set up.

Adwords Automatic and Managed Placement Optimization

To determine if a particular Google Adwords ad is suitable for automatic placements or managed placements, review performance of each site through Google Adwords placement report. Ad campaigns on Adwords automatic placement and Adwords managed placement can be optimized.

• For sites that have performed well, add the sites to managed placements and raise cost-per-click (CPC) bids for the placements.
• For sites that have not performed well, add the sites to managed placements and reduce CPC bids for the placements.

To optimize ads on Google Display Network, also review:

• Optimize Google Adwords content network ads for conversions
• Adwords content targeting optimization

Official Google Definiteions on Adwords Placement

Google offers official definitions/explanations to:

• Automatic placement
• Managed placement
• Remarketing

• Separate search-targeted campaigns and content-targeted campaigns
• Use Adwords conversion tracking
• Review Adwords Placement Reports and
• Stop showing ads on under-performing websites with Adwords Content Network Site Exclusion tool

Since then, Google has made improvements to Adwords content ads optimization and concluded satisfactory results:

• Google’s content network performance trends

What is Google Adwords Contextual Targeting?

Google Adwords offers Contextual Targeting, an ad serving technology, that places ads by matching keywords (including keyword phrases, synonyms and variations) to websites within Google’s content network (or display network). Google analyzes websites’ content and determine a central theme for each website, by considering several factors:

• Text
• Language
• Link structure
• Web page structure

Adwords ads are served to web pages based on keywords, language targeting and location targeting.

Google Adwords Content Network Optimization

Before running Google Adwords content targeting campaigns, you should:

• Expect to have low click through rates (CTR)
• Focus on ROI (return-on-investment) and/or CPA (cost-per-action)
• Set cost-per-click (CPC) low (i.e. lower than search ads’ CPC)

Brad Geddes, the author of the Advanced Google Adwords Book, explains how to increase your total conversions, how to increase your company’s reach, and how to expand the number of users who enter the buying funnel through Google’s content network:

• Set up proper Google Adwords account structure, as explained in Google Adwords PPC Optimization
• Use keyword variations to trigger content ads
• Use information from Adwords Placement Reports to block under-performing sites
• Set up low-budget content exploratory campaigns and high-budget placement campaigns
• Target with keywords, with sites (placements), and with keywords and sites (placements)
• Segment your audience with Adwords Content Network Demographic Bidding
• Do all your Adwords account editing in Adwords Editor

Adwords Contextual Targeting Tool

Adwords Contextual Targeting Tool allows you to create tightly themed keyword lists for your Google content network (or display network) campaigns.

• How Google’s content targeting works: Google analyzes all the keywords in an Adwords ad group to identify a theme, matches the theme to related web pages, and shows ads to the web pages related to the theme
• Adwords Contextual Targeting Tool suggests a set of keywords related to the words or phrases you have entered – Google’s Wonder Wheel tool also suggests related (or themed) keywords to your Adwords content campaigns
• Adwords Contextual Targeting Tool groups the suggested keywords into themed ad groups
• PPC Hero explains how to use Google’s Contextual Targeting Tool in 3 steps: Edit keyword list, expand ad groups and predicted placements

Adwords Conversion Optimizer for Display Ad Campaigns

Google offers Adwords Display Campaign Optimizer which is Adwords conversion optimizer for Google’s content network.

The Display Campaign Optimizer is a tool that automatically optimizes both targeting and bidding to find additional conversions for your Display Network campaigns.

To use Adwords Display Campaign Optimizer:

• Opt-in to Adwords Display Campaign Optimizer
• Enable Adwords Conversion Optimizer Target CPA Bidding
• Your campaigns must have collected enough historical conversion data through Adwords conversion tracking

Adwords Display Campaign Optimizer:

• Takes your CPA goal and budget, monitors campaign performance, learns what work and what doesn’t work for your campaigns, and makes bid updates in real time
• Increases your campaigns’ conversions
• Can be opted-out from any campaigns at any time

Google Adwords Remarketing / Retargeting

Adwords Remarketing for Google’s content network is a feature of Adwords interest-based advertising.

• Adwords Remarketing allows you to serve custom ads to users who have previously visited your website based on users’ cookies.
• Google’s Remarketing can increase conversions and reduce cost-per-conversion for your websites.
• BG Theory describes the strategies when creating several (positive and negative) remarketing lists and mapping out Adwords ad groups

Google’s Official Guide to Adwords Content Network Optimization

Google provides an official guide to optimize Adwords content network ads.

• Create content-targeted campaigns in themes
• Use Adwords conversion tracking
• Optimize landing pages
• Set appropriate Maximum CPC bids
• Review Adwords Placement Reports and refine / re-optimize your content-targeted campaigns

What is Adwords Remarketing and How Does Remarketing Retarget Ads?

Google’s Remarketing is a feature of Adwords interest-based advertising. First time visitors to your website may not convert into sales or leads. Remarketing enables Google to show ads to visitors who previously visited your site, based on users’ cookies.

Ad retargeting can work extremely well when the ad network’s audience coverage is relatively large. Google’s Adwords PPC ads are shown to 80% of all Internet users in the world that include:

• Web search users who use Google Web Search, Image Search, Search Network partners, and Google’s other search sites.
• Website visitors who visit Adsense and Doubleclick publishers’ sites.

How Does Adwords Remarketing Use Search Ads to Retarget Content Network?

Visitors to your site previously through Adwords PPC search ads can be retargeted via Remarketing when they visit websites within Google’s Content Network.

Adwords Remarketing Setup

To enable Google Remarketing,

• Create “Remarketing lists”. Follow this to create your Remarketing lists.
• Insert Remarketing tracking codes onto the web pages that are to capture visitors’ cookies.

Google Tools Developed for Adwords Content Network

Google invented many PPC tools for advertisers to improve audience targeting on Adwords content network.

• Adwords Conversion Tracking – Track and review your Adwords content targeted campaigns’ performance.
• Adwords Placement Report – Discover which Google’s Content Network websites generate high ROI for your site.
• Adwords Conversion Optimizer – Optimize your Adwords content targeted campaigns with auto-bidding, based on your campaigns’ histories and cost-per-conversion (CPA).
• Adwords Content Network Demographic Bidding – Set the demographics that your Adwords ads will appear through Google content targeting campaigns.
• Adwords Display Ad Builder – Create display ads for Adwords content targeting campaigns with Google’s pre-defined image ad templates.
• Google Ad Planner for Adwords Placement Campaigns – Select websites that your target audience often visits and target your audience through Adwords Placement campaigns.
• Adwords interest-based advertising – Reach online audiences based on their interests and the content they are viewing. The two types of interest-based advertising are Remarketing and Interest Category Marketing.

With the Publisher Center of Google’s Ad Planner, you can:

• Add your site’s description of up to 250 characters
• Include your advertising information page’s URL
• Assign up to 5 categories that your site belongs
• Specify the sites that accept advertising with placement types, creative formats and creative sizes
• Decide to share or not to share your site’s Google Analytics data, if you are already using Google Analytics to track your website’s traffic

Google Ad Planner for Advertisers and Publishers together as a tool allows websites’ advertising information of Adsense webmasters (publishers) to always be ready for Adwords Advertisers who are interested in advertising through Google’s Content Network.

To claim your web site, sign-in to the Publisher Center. To update your site’s information in Google’s Ad Planner, you need to be already using either Google Webmaster Tools or DoubleClick MediaVisor.

Google Webmaster Tools
Upload an HTML file to your webserver directory or add a unique meta tag to your homepage. Instructions
Your verified sites will be available the next time you sign in to Google Ad Planner.

DoubleClick MediaVisor
IMPORTANT: You must sign in to Google Ad Planner with the Google Account you use to access DoubleClick Site Directory. Sites you manage in DoubleClick Site Directory will be available immediately.

Google’s Analytics blog previously stated that your individual and site level information gathered from Google Analytics are for benchmarking purposes and will not be shared with Google Trends and Google Ad Planner. The information gathered will only be used to calibrate category data and correct for under- or over- reporting in certain verticals.

How other blogs talked about Google AdPlanner for Publishers:

• Showcase your site with Google Ad Planner’s Publisher Center
• Surface your Google Analytics data in Google Ad Planner

Google picked 25,000 clients of global accounts which all have Adwords Conversion Tracking installed. The CPA performance of search targeted campaigns and content targeted campaigns were compared for over a period of one year.

The white paper has summed up the following:

• The content network made up 19.6% of all the conversions.
• Content Network CPA was 2.6% lower than Search Network CPA.
• Content Network clicks were 28% less expensive than Search Network clicks.
• Google’s Smart Pricing also reduced maximum CPC bids for certain pages in the Content Network based on their likelihood of driving actionable business results.
• Conversion rates were improved through Adwords Conversion Optimizer when performing automatic optimization and through Adwords Site Exclusion when manually picking out poorly performing contextual sites.
• Conversion rates drop while increasing spend in the Content Network.

So the main concern for most Adwords advertisers is how they can maintain their high conversion rate in the Content Network, while increasing spend and generating more conversions. Mastering Adwords content targeting optimization will allow you to increase your conversion volume and maintain (or even improve) your CPA.

You can directly download the whitepaper here (.PDF).

How other blogs talked about Google’s whitepaper on Content Network’s performance:

• Follow-up on the Content Network Performance Trends White Paper – Inside Adwords
• Google releases whitepaper on the content network’s effectiveness – BG Theory
• Ignoring The Content Network? Think Again To Vastly Improve Conversions – Search Engine Land

Google has all the web pages that show Adsense ads in the index. By placing cookies on web users’ browsers, Google collects information about their interests when they visit websites that have Adsense ads. Google then assigns each user to some categories / sub-categories of interest.

Interest-based Advertising will affect Adwords Advertisers, Adsense Publishers, and users browsing the web. Interest-based Advertising will allow users browsing the web to get more useful and relevant ads, and advertisers and publishers to generate higher ROI.

Web Users

Here is a scenario when Google’s Interest-based Advertising is in place:

Mary’s favorite hobby is gardening. Mary will see more relevant gardening ads because she visits many gardening websites. Here’s how that works:

• When Mary visits websites that display ads provided by Google’s AdSense program, Google stores a number in her browser (using a “cookie”) to remember her visits. That number could look like this: 114411.
• Because many of the websites that Mary visits are related to gardening, Google puts her number (114411) in the “gardening enthusiast” interest category.
• As a result, Google will show more gardening ads to Mary (based on her browser) as she browses websites that use AdSense.

How Interest-based ads work on YouTube?

YouTube also uses interest-based advertising to show relevant ads on its site. If Mary watches many videos about cooking on YouTube, she may see more ads related to cooking as she browses YouTube and websites that use AdSense. Similarly, she may see more gardening ads on YouTube based on sites she previously visited. Because YouTube is integrated into the Ads Preferences Manager, Mary can edit the interest categories that are relevant to her in one place. To learn more about YouTube’s approach, see YouTube Advertising and You.

Interest-based ads are browser-based. You can select the categories / subcategories of ads you will receive or opt-out of Interest-based ads completely at anytime via Ads Preferences Manager.

Adwords Advertisers

With interest-based advertising, you will be able to reach users based on your past interactions with them, such as their visits to your website. We’ll also provide interest categories, such as “sports enthusiasts,” so you can reach the audience of your choice.

For information regarding to advertisers, refer to this Inside Adwords blog post.

Adsense Publishers

With this enhancement they’ll also be able to reach users based on their previous interactions with them, such as visits to the advertiser website, as well as reach users on the basis of their interests (such as “sports enthusiasts” or “travel enthusiasts”).

To develop interest categories, we’ll recognize the types of webpages users visit across the AdSense network.

For information regarding to publishers, refer to this Inside Adsense blog post.

Conclusion

The old way of online advertising is that the ad networks or ad publishers choose what to be targeted to the web users. Interest-based targeted ads change the way of online advertising – Google allows the consumers the options to self-target ads.

To make Interest-based ads available to the online advertising industry, Google has overcome user privacy issues that has long been struggling by advertisers, publishers and Internet companies and regulators.

How other blogs talked about Google Adwords Interest-based advertising:

• Google Now Lets You Target Ads at Yourself – Techcrunch

• Expandable ads may include a streaming video or other content designed to engage users through an interactive experience.
• The ad format can expand to double the original size of the ad, but will not expand more than double its width or height.
• Ads will expand only after a user clicks and interacts with the ad. No mouseovers or rollovers can trigger the ad. This prevents ads from accidental expansions.
• The ads automatically expand in the direction where the most space is available on the screen.
• The ad will appear as a layer over the page content when it is expanded. The user may close the expanded panel at any time.
• You will only be charged when a user visits your site’s landing page, but not when a user simply clicks to expand the ad.

Recently, Google has made Ad Planner available to anyone with a Google account. Google Ad Planner allows you to discover relevant sites by defining your audience based on:

• Geo-targeted locations
• Languages
• Demographics: gender, age, education and household income
• Keywords searched

Since our initial launch to US users, many of you have sent us your comments and ideas on product features and improvements. We’d like to highlight some product changes that were based on your feedback:

- Define audiences based on searches. For example, find football fans based on their search for the words “football”, “nfl”, “football score”.

- Rank your site results the way you want. For example, rank your sites by ‘Audience Reach’ to scale the reach of your media plan or rank your sites by ‘Composition Index’ to find sites with the highest concentration of your audience.

- Target your audience by state & DMA. You can now define your audience at the state and DMA level, as well as by languages spoken.

- Show sites that have ads, belong in certain categories, or have a particular domain suffix. For example, to find football fans you can filter your site results to show only sites that have ads, are classified in the Sports category, and have the country domain of ‘.co.uk’.

Google Ad Planner allows you to easily export the sites to spreadsheets. You can then import the sites to your Adwords Placement targeted campaigns.

How Inside Adwords blog talked about Google Ad Planner’s new features:

• Google Ad Planner: new features, available to everyone

Creating your own display ad is as easy as building a text ad. You can customize one of our display ads in just minutes with our display ad builder. These ads are optimized for direct user response and use a clear call to action you define. When you’re done creating your new ad, it will run on Google partner sites based on the target settings you choose.

You will find the Display Ad Builder shortcut at the ad group level of your Adwords account:

You are given pre-designed templates in 4 major industries:

• Entertainment and Media
• Financial Services
• Retail
• Travel

You can choose to launch your display ads in one of the formats:

• Direct response
• Interactive

You can customize your display ads for your products by selecting:

• Business logo
• Headline
• Description lines
• Product Price
• Background color
• Button color
• Display URL

You can even display up to 12 products on your interactive ads.

Find out how to build your own display ads in minutes.

Site and Category Exclusion

The Site and Category Exclusion Tool can prevent individual sites or categories of web pages in the Google Content Network from showing your ads. The exclusion tool works only on the campaign level and you will have to go through each campaign when setting up this tool. There are 3 major options: Site, Topics and Page Types.

Site:

The Site option allows you to import a list of sites for exclusion and you can enter the URLs in the following conventions:

To exclude the whole site:

www.alibaba.com

To exclude the entire sub-domain:

importer.alibaba.com

To exclude the single page:

www.alibaba.com/sitemap/sitemap.html

To exclude the entire directory:

www.alibaba.com/buyeroffers/importers

You do not need to exclude a site just because it is located outside the target region for your ad. This is a common mistake. No matter where a site is located, your ad will be shown only to visitors who are located in the regions you have targeted. For instance, if your ad is targeted to Germany, your ad will be shown only to users in Germany (based on their IP address) even if the site in question originates in a different country.

Topics:

The Topics option allows you to exclude one or some of the topics given:

1. Conflict & tradegy

• Crime, police & emergency
• Death & tragedy
• Military & international conflict

2. Edgy content

• Juvenile, gross & bizarre content
• Profanity & rough language
• Sexually suggestive content

Web pages are categorized based on Google’s defined web page categorization, so in some cases ever when you have excluded a category it does not necessary guarantee that you have excluded every related web page.

Page Types:

The Page Types option lets you to select the web page types that you want to exclude:

1. Network types:

• Error pages
• Parked domains

2. User-generated content

• Forums
• Image-sharing pages
• Social networks
• Video-sharing pages

IP Address Exclusion

The IP Address Exclusion Tool simply allows you to import a list of IP (Internet Protocol) addresses for exclusion. Currently, this tool only allows you to include up to 20 IP addresses or blocks or IP addresses.

Demographic Bidding

You can also use the Demographic Bidding Tool as an effective site or web page exclusion tool, if you are running site-/placement-targeted content campaigns (instead of keyword-targeted content campaigns).

For advertisers who are running Adwords content-targeting ads, this may already have an impact on their campaigns. This new feature will cause adgroups that have average positions of 5 and below to start receiving more impressions or even clicks than they used to be receiving.

Remember, Optimising for Google Adwords content-targeting campaigns is very different from optimising for search-targeting campaigns.

Read more regarding the ad format change from this Inside Adsense blog post.

Select Demographics
Choose the audience you want to target by selecting from any or all of the demographic categories provided. Audience gender, age, and household income are among the demographic categories available for selection. Pick the audience demographics that interest you, then click Get Available Placements to pick from a list of sites that match those demographic groups. Remember that by making demographic selections you are getting a narrower list of available sites.

When starting a site-targeting campaign, you first choose a site or some web pages of a site where your ads will be placed. You choose the site or web pages by one of the available options: browse categories, describe topics, list URLs or simply add the URLs that you want your ads to be shown. However, unlike keyword-targeted campaigns, you do not have an option to exclude undesirable traffic by adding negative keywords.

List URLs

Enter the URLs of websites where you would like to advertise, or that represent the kind of site where you’d like to see your ad. Then click Get Available sites. If the sites you enter are part of the Google content network, you’ll be able to select them for your ads. If not, you’ll see a message telling you that they’re not available. The AdWords system will also use the sites and terms you enter to generate a list of other Google content network sites and placements that may be a good fit for your ads.

Describe Topics
Enter topics that match the content of your ads. Then click Get Available Placements to select from a list of placements that match those topics.

Browse Topics
Look through categories. Click the category or subcategory that best matches your ad, then select from a list of placements that match that category. For best results, pick the available subcategory that most precisely matches your ad. (Note: Category targeting is not yet available in all countries.)

You can use the Demographic Bidding Tool as an exclusion tool to narrow down the list of available sites or web pages. For instance,

Suppose you sell women’s basketball shoes and want your ad to be seen by 18-24 year-old females. You can restrict your ads from certain users if you think they’re not meeting your ROI goals. In the case of women’s basketball shoes, you might find that the male, 18-24 year-old demographic is receiving a significant number of impressions but not clicking-through or converting well, and decide to restrict that group.

The Demographic Bidding Beta version was first launched in January 2008 and it is now out of beta as announced by this Inside Adwords post.

Demographic bidding is a way to help your ad reach audiences of a certain age or gender. Some publishers on the Google content network know certain individual details about their users. Social networking sites, for instance, often ask users to identify themselves by age and gender. On sites that provide this type of information about their users, Google can often display your AdWords ads to members of the groups that you prefer, or prevent your ads from displaying to members of groups you don’t want to reach. You can bid more for your preferred demographic groups to help make sure your ad reaches members of those groups.

Microsoft Adcenter has been providing demographics targeting features since it was first launched. The demographic information (gender and age) was based mainly on their large Hotmail user base. Google, however, started providing Gmail services much later and has a considerably smaller user base, it makes sense to depend on the demographic information of its Content Network sites. If Adwords Demographic bidding is able to provide fairly good ROI and volume to advertisers, Adcenter will not have any more advantage against Adwords. If volume is a rare, it may have a similar problem to the Pay-per-action model in which Google launched in 2007.

However, it is uncertain whether campaigns on Demographic Bidding can be shown on Google.com and Google’s search partner sites.

In the Inside Adwords blog post it mentions that Demographic Bidding is available to the Content Network (content targeted and placement targeted campaigns).

Demographic bidding and reports are available to advertisers who run contextually targeted or placement-targeted campaigns (with CPC or CPM bidding) on certain sites in the Google content network.

However in the help center of Adwords, it mentions Demographic Bidding is available to both keyword targeted and placement targeted campaigns.

Demographic bidding is available for both keyword-targeted and placement-targeted campaigns.

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: Adwords Conversion Tracking

The next immediate step is to turn on the Google’s Adwords 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 Adwords 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 Adwords 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 Adwords 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.