Google Improves Content Campaign Management!

25.09.2009 Posted in Display

Up until a year ago Google content campaigns were somewhat hit and miss. There was an air of suspicion around the high number of impressions and clicks generated and the lack of transparency into where this traffic came from and whether it was of good quality. Google therefore made numerous improvements to content reporting capabilities, with reports that detail site specific performance data and adding the ability to block irrelevant sites. We could finally see where spend and conversions were coming from, and where alterations needed to be made.

Google has now gone one step further. You no longer need to run a report, make note of the sites and then upload the domains to be blocked, which for large campaigns can be quite time consuming. The new AdWords interface allows you to see site data within the campaigns tab with full details of spend and conversion data. This new function allows you to optimise your content campaign quickly and efficiently. For example, you can quickly test different date ranges to see how sites have performed over different time periods and optimise the campaign based on this data.

Another great function to this part of the interface is that we can now fine-tune bids on individual sites. Bids used to be set at ad group level but we can now easily view performance and modify bids in accordance with site performance.

I am already seeing excellent results in content campaigns across a variety of industries and these changes to the interface will undoubtedly be a great support to management and lead to improved campaign performance. Not all markets and web businesses are appropriate for the content network but Google is making it an excellent additional network for companies that would have avoided it in the past.