Previously Google introduced the two new PPC Beta Features; cost per click site targeting and Pay Per Action. The cost per click site targeting beta feature was much anticipated and allowed the advertiser to handpick sites within the Google Content Network that they wanted their ads to appear on. However, until recently there was no real ability to see how this new feature was performing as Google failed to give the advertiser the ability to properly track the cost per click site targeting campaigns. That is until recently. Google now offers what is known as a Placement Performance Report. This report, available in your Google AdWords reporting center, allows the advertiser to view site-by-site performance metrics for cost per click site targeting campaigns.
What Does that Mean to the Advertiser?
Improved ROI through greater transparency of your Google AdWords Content Network statistics of course. Before site targeting the advertiser was only allowed to see a general summary of what was going on in their content network campaign. Sure you could see the average cost per click, amount of clicks and cost per conversion from this general summary, but this gave you little insight into which actual site or domain was giving you the best results. And with little insight into specific performance, optimization efforts could not be properly measured.
With the new Placement Performance Report you can see which individual site or domain is or is not yielding results. This give the advertiser the ability to optimize his or her campaign based on individual site statistics. Is one site not performing? Try a new ad, lower your CPC or try targeting different key phrases. If you continue to see poor results than you know that this site is not where your market tends to hang out. If you have found a site that is delivering a positive ROI, then look into increasing your ad exposure on this site by designing a more appealing ad, looking into utilizing other PPC Optimization techniques, or just raising your cost per click to gain a higher position.
So take advantage of the new Placement Performance Reports offered in your Google AdWords report center. And remember, Pay Per click Results are Measurable. Coupled with proper optimization this can lead to a healthy campaign that yields a positive ROI.