If this scenario is true its because Google determined website #2 to be less likely to result in a conversion. So, they discounted the cost per click to advertise on website 2 to make up for this. But, as you can see, you are performing relatively well on this site because they've discounted your price enough to make your cost per conversion 25% lower than website 1 despite your lower conversion rate. Therefore, website 2 is working better for you despite the lower conversion rate. So, you can see how smart pricing changes the game and make cost per conversion your most important metric.
Once you run a Placement Performance Report, you will have data that you can use to make decisions about your ad's exposure. You will find sites that are both performing well and not performing well for your campaigns. If you want to block your ads from being shown on specific sites, you can use the Site and Category Exclusion Tool within your AdWords account to block these sites.
With the sites that are performing well, you may want to have more control over your bidding and targeting flexibility with them. In this case, you can take that placement and use it in a Placement Targeted Campaign, which we will talk about in my next post.
Here are some ways that you can block your ads from being shown to specific web traffic using this tool:
1. Blocking Domains - You can block top-level domains, subdomains and directories. Blocking one doesn't block the others, so you will need to enter them separately.
2. Undesirable Content - There are six types of content that you can block if you are concerned about brand protection.
3. Video Sites - You can block your ads from being shown as content ads within video.
4. Page Types:
a. Error Pages - these are displayed when a page does not exist. If someone attempts to navigate to a domain that does not exist, a page can be shown that has ads based on the mistyped URL instead of a "not found" error page.
b. Parked Domains - These domains are owned, but they have never been developed. So, all you see is ads when you navigate to these pages. This traffic comes from users mistyping a URL or using a domain name that does not exist.
c. User-generated sites - forums, image-sharing sites, social networks, video-sharing sites
In my next post, we'll take a look at targeting specific sites on the Display Network that you find through your gathered data and/or through a little research to take your online business to new heights...
Mike Fleming specializes in Analytics and Paid Search for Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. You can follow Mike on Twitter at @SEMFlem. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a girl who threw a snowball at him one day…then married him.
Mike and the team at Pole Position are available to help clients expand their online presence and grow their businesses. Contact them via their site or by phone at 866-685-3374.
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