How To Use Google Site Exclusion Tool to Increase ROI.

This article is from the Search Engine Watch Blog.
All Google AdWords content campaigns have dead wood. Google Content Network sites that display your ads but deliver few clicks or conversions rob you of profits. Here’s how to use the Google Site Exclusion to increase ROI (define).

Last week I described the report for Google content advertisers, the Placement Performance report (PPR). Now I’ll show you how to use it with the AdWords Site Exclusion tool to weed out poorly-performing sites that may be eating a huge chunk of your ad budget.

The PPR lists the sites where your content ads have appeared. Knowing that list of sites is valuable. The report also provides performance data for each site: nuggets like number of impressions, number of clicks, CTR (define), average CPC (define), average CPM (define), and — most importantly — number of conversions, conversion rate, and average cost per conversion.

You can use this data to your benefit in many ways, but for today I’ll focus on one: weeding out poorly-performing sites.

Most obvious are sites that garner a significant number of clicks without delivering conversions. Less obvious are sites that deliver few or no clicks and no conversions — but many impressions. These may be harming your ad group’s Quality Score (define), which may be adversely affecting your ad rank and/or your average CPC. Click here to read the rest of this article.