Power Using the New AdWords Interface, Part 2: Integrated Placement Performance Reports

 

Where are your ads showing up?

 

A few weeks ago, I posted an article outlining the benefits of the new integrated search query reporting feature built into the updated AdWords user interface.

I covered in depth how the Search Query Report (SQR) could be used to capitalize on new keyword opportunities, previously hidden in the depths of the report center.

I also covered how the new interface’s integrated SQR makes finding money-hemorrhaging search queries you’re matching on easier than ever to identify and exclude from your account.

Today, I’ll be covering the other advertising power tool provided to advertisers in the new interface, the Integrated Placement Performance Report (PPR).

The SQR is only half of the equation for successful micromanagement of your AdWords account since it is only used on the search network.

While most advertisers start their AdWords campaigns on the search network, many continue to neglect the content network. The AdWords content network can be the biggest and most profitable source of traffic for many accounts. As such, using the Placement Performance Report has given us the ability to see which content network websites (placements) our ads are showing on, as well as how they are performing.

While we’ve had the ability to run PPRs in the AdWords report center for some time now, like the Search Query Report, Google has recognized its usefulness and integrated it into the interface for easier use.


Integrated Placement Performance Reports have made it easier than ever to take charge of your content ads by allowing you to easily identify content sites where you’re converting well, as well as sites where your ads are wasting money. Think of it as the SQR for the content network.

To see where your content ad groups are placing ads along with those placements’ performance metrics, select any ad group enabled to run on the content network and click on the Networks tab.

You’ll be presented with a chart showing the aggregate data for that ad group, segmented into the search network, and the content network.

Under the content network, you’ll see two subsections for any Managed placements you’ve specified for the ad group as well as the Automatic placements where AdWords has placed your ads based on your keyword list. In order to view the placements themselves, make sure you’ve clicked the ‘show details’ link next to ‘Automatic placements.’

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Scroll down to see the list of placements at the bottom of the page. Placements are listed at the domain level along with their performance metrics to the right, just like keywords. You can sort by any column to easily prioritize your work.

Just like with keywords or search queries, I like to sort by cost to see the domains where I’m spending the most money first.

PPR Auto Placements Sorted by Cost small.gif

One of the best features of the Integrated Search Query Report is the ability to seamlessly add a domain as a managed placement or conversely exclude the domain from the ad group. To perform either operation, simply check the box next to the target domain and click the appropriate button on the top menu bar.

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You can even drill down to an even greater level of detail by viewing placement performance by the URL. This feature is especially useful if you find yourself spending lots of money on a few select domains.

If you notice lots of spend, clicks, or even impressions coming from a particular domain, you can use the ‘See URL list’ button to see performance metrics for individual pages on that domain.

By taking the time to analyze performance on this level, you can unlock the potential of domains that may have been wasting clicks or impressions due to irrelevant placements.

From the URL report, you can elect to manually manage individual URL bids or alternatively, exclude individual URLs without excluding entire domains. This is particularly helpful for comprehensive sites with lots of variety, a la about.com or ezinearticles.com, where you may have ads turning in top notch performances on pages relevant to your business, but not on the myriad of other content offered by those websites.

With the integrated URL report, you can bid up the pages that are performing well for you while excluding the irrelevant, money wasting pages, all from the same domain. Talk about granularity!

If you’re amped about these breakthrough features in the new AdWords interface, and would like to learn about even more new features and their advantages, be sure to check out our new AdWords user interface webinar where you’ll see how the new AdWords User Interface will save you hours of your limited time, help you cut wasted adspend, and discover hew highly relevant keywords and placements to scale your online profits!