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Google AdWords Content Placement Reports

     
1:55 pm on Jun 12, 2007 (gmt 0)

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In an ongoing effort to provide more transparency to advertisers, Google announced today the availability of a new AdWords report, called a Placement Performance report, which enables advertisers to see the exact sites on the Google content network where their ads appear. Placement Performance reports also provide site-by-site performance metrics – including domain, URL, impression, click, conversion and cost data – as well as aggregated metrics for traffic generated from AdSense for domain sites. With these reports, advertisers have much more insight into their contextually targeted advertising spend and are able to leverage the information to more effectively optimize their campaigns and meet their objectives. Designed in response to advertisers’ requests, Placement Performance reports offer advertisers both increased transparency and greater control over their contextual advertising, which ultimately lead to more relevant ads for users.

This is an excellent development and will help advertisiers no end.

[google.com...]

2:32 pm on June 12, 2007 (gmt 0)

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It is a great tool and a look into how Google's content distribution REALLY works. You can see how Google is too liberal in their interpretation of placement for content and good luck trying to figure out why Google shows your ad on Nigeria or India based sites when your campaign is set to US only.

The Google content placement report is still very beneficial for looking at ad test results because you can see how Google distributes your ads in individual adgroups based on minor word changes to your ads. You can also test how content distribution changes based on different keyword groupings and match options.

See my recent posts on the placement report:

domain ads - [webmasterworld.com...]

error page ads - [webmasterworld.com...]

3:08 pm on June 12, 2007 (gmt 0)

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Very cool and long over due.
4:20 pm on June 12, 2007 (gmt 0)

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Where exactly are they located? I'm not seeing them in my report options.

[edited by: JBrown at 4:27 pm (utc) on June 12, 2007]

5:22 pm on June 12, 2007 (gmt 0)

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call and ask to have them added to your account. still in beta.
6:06 pm on June 12, 2007 (gmt 0)

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Actually the press release says they're now available to everyone, but I only have them in some of my accounts.
6:36 pm on June 12, 2007 (gmt 0)

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i'm glad its out of beta and everyone will get them now. its a very useful report. just call and ask support to add them to your account. i discovered it on one client's account then asked to have it added to my other accounts. it only took a couple of days.
6:38 pm on June 12, 2007 (gmt 0)

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[adwords.google.com ]

Of course the press release states "Placement Performance reports are now available to all U.S. advertisers" but the chat rep says "Unfortunately, we have not yet been able to make it readily available for all advertisers at the moment."

I'm really not sure what the point of announcing it's available to all U.S. advertisers was if it's not available to all U.S. advertisers.

7:15 pm on June 12, 2007 (gmt 0)

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It's "Placement Reports", not "Replacement Reports" :)
7:26 pm on June 12, 2007 (gmt 0)

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Inside AdWords blog seems to have better info than the press release:

"The Placement Performance report is launching to a subset of US advertisers today and will become available to all advertisers within the next few weeks."

[adwords.blogspot.com...]

7:39 pm on June 12, 2007 (gmt 0)

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Here's a line that seems to address one of your concerns, justshelley:

The report also provides a new level of transparency for traffic you accrued from sites in our network that are participating in the AdSense for domains program. Currently, AdSense for domains statistics are collectively reported, but we are working to give you site-by-site level statistics soon.

I accidentally entered this over in the AdSense forum because there's a discussion over there on how these reports might affect publishers, and I forgot where I was posting when the thought occurred to me:

Hmm, this begs another question. I'm not positive, but I think there's something in the TOS for AdSense that says that publishers aren't supposed to contact advertisers directly, and offer them ad space outside the Google network.
I wonder if that holds true on the other side - now that I'm getting specific reports, if I notice that I'm getting mad conversions from BigDave's website, am I prohibited from contacting him directly and making a private deal?

If it's not in the AdWords TOS yet, I bet there will be an amendment before long...

9:56 pm on June 12, 2007 (gmt 0)

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You can see how Google is too liberal in their interpretation of placement for content and good luck trying to figure out why Google shows your ad on Nigeria or India based sites when your campaign is set to US only.

I think the placement work by visitor country, not site country
9:56 am on June 13, 2007 (gmt 0)

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am I prohibited from contacting him directly and making a private deal? If it's not in the AdWords TOS yet, I bet there will be an amendment before long...

What would Google do? If you leave AdWords, not much. If you stay for some, and do some direct advertising, how will it know? It'll see the ads on your site--but won't even check unless it was a major source of income.

p/g

12:25 pm on June 13, 2007 (gmt 0)

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We noticed it did not appear in any of our accounts. Contacted AdWords support and were told that yesterdays deployment to all US advertisers has been delayed by one or two weeks.
3:31 am on June 21, 2007 (gmt 0)

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Anyone see this in their account yet?
11:56 am on June 21, 2007 (gmt 0)

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I have not seen the report yet.
1:00 pm on June 21, 2007 (gmt 0)

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nope, it's not in mine yet.
2:01 pm on June 21, 2007 (gmt 0)

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No, I don't have it yet, and because Google issued a press release (a little early in my opinion) that got picked up by the major wire services, I've got clients who've seen the coverage in the major press climbing all over me asking why they can't see their placement reports yet. Next time a little more synchronization would be good.
2:10 am on June 22, 2007 (gmt 0)

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I've got a "New! See where your ads appeared on the Content Network" notice when I log in and it has a Learn More [adwords.google.com] link, but I still can't see the report type listed when I try to create a new report.
1:26 pm on June 22, 2007 (gmt 0)

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same here, teased with "new" thingy, no report available there yet. bet it'll be there soon though.
2:02 pm on June 22, 2007 (gmt 0)

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I just wasted 1/2 hour trying to run the report after reading the announcement in my account summary page.

You'd think they would actually put the report in there when they announce it on the campaign page... but no - as usual the left hand doesn't know what the right hand is doing.

8:09 pm on June 22, 2007 (gmt 0)

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It was not listed earlier today, but now I'm seeing it. You might want to try again soon.
12:31 am on June 23, 2007 (gmt 0)

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I was finally able to run a report...Wow, interesting stuff! Our ads sure end up on bizarre pages! I noticed that several of my conversions came from "Error Page Ads"? What the heck is that? It wasn't a specific URL or anything, that was the description that was given. Anyways, I can see this being VERY useful....Have fun with it!
4:41 pm on June 23, 2007 (gmt 0)

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I saw the "Error Page Ads" in my report too. I have no idea what that is. What I found most interesting was all the impressions on MySpace, with a 0% conversion rate. I blocked MySpace after seeing that.
5:19 pm on June 23, 2007 (gmt 0)

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From what I gathered from the early placement reports that actually showed the URL for the error pages...they are mostly "page not found" pages on a website. I can't imagine any error page actually "converting" and you would never see "error pages" as a selection for site targeting.
10:56 pm on June 23, 2007 (gmt 0)

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See that's the problem though, if Error pages aren't converting, how can we possibly block them if they don't show the "error page" URL's...
12:26 pm on June 24, 2007 (gmt 0)

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I just reviewed the top 50 urls for my placement report.

Yikkes! Only 2 of the 50 weren't pure MFA garbage.

The other 2 were only moderately MFA garbage.

Also, I had tried my best to exclude sites for downloading 'games' using keyword exclusion but adwords still shows on many of them.

I wonder how many of us will use the placement report to exclude crappy sites?

12:35 pm on June 24, 2007 (gmt 0)

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Yikkes! Only 2 of the 50 weren't pure MFA garbage.

I also found some pure MFA sites in the list. It's depressing :-(

Now I don't know what to do - start blocking them? Funny thing is that a few showed conversions.

Another question - can I run the report to show the URLs of impressions or just those that received clicks?
I went through the report process again this morning and can't seem to get the info I want. Help please?

3:53 pm on June 25, 2007 (gmt 0)

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YIKES is right, I've been testing a content ad campaign for about a week for a conservative b2b site and I wouldn't have thought for a second I'd be helping to support the porn industry. Doesn't google review and disallow adult sites from advertising with non-adult content ads? It's not exactly hidden it says it all in the url.
5:46 pm on June 25, 2007 (gmt 0)

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What my reports prove is that MFA's are rampant and in my case do a hell of a job at converting. Now you know why G keeps them on board. The "cleanout" from June 1st was probably MFA sites that were poor converters. In my case the non converters were myspace (no surprise there), digg and youtube. All in the junk filter. Most users will never use this feature but if they do some big names will take it in the balls and a percentage of G's income.
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