As mentioned in my last blog post, Microsoft adCenter Placement Reports, MSN commenced transparency, via specialized reports, of where your ads display within the content and search networks; namely, the Publisher Placement Performance report. Since that post, Yahoo Search Marketing began sharing this same information, as well. Their report is named the Ad Delivery Report. Google’s original version, available since June of 2007, is called the Placement Performance Report.
These reports are very helpful when viewing performance of your campaigns. To take this information to the next level, you’ll want to use it in managing your campaigns. In these reports, you can view which sites are working well and then target them with higher bids to try for better placement in Google AdWords. This does not seem to be an option at this point in Yahoo or MSN. Conversely, in all three of the engines, you can see which sites are more costly with no return (conversions) and you can choose to block them.
In Google, you can adjust bids per site and exclude sites within the campaign or ad group. In the new AdWords interface, you can view this information under the Networks tab. You must choose to show the Automatic Placements to view all sites and you can choose any of interest for managed bidding or exclusion. You can also exclude sites through their Site and Category Exclusion tool.
In Yahoo, you may submit sites in their Blocked Domain tool. This can be found in the General Account Information under the Administration tab. When blocking sites in MSN, you can do so under the Campaign or Ad Group Settings under Website Exclusions.
These are great tools to use when managing your Paid Search accounts. Hopefully Yahoo and MSN will continue to improve these features to make them more robust. Google has been working on this longer and has more functionality. I encourage everyone to take advantage of these reports and use them wisely.
Photo courtesy of lorello.