Our first stop for data is almost always the Placement Performance report (PPR). The report provides site-by-site performance metrics – including clicks, impressions, cost, and conversion data – for domains or URLs on Google's content network where your ads have appeared. With this data, you can identify the specific sites and placements in the content network that are meeting your ROI objectives, and focus on those areas.
Here are some tips for using the Placement Performance report:
- Run the Placement Performance report at the URL level, not the domain level. Remember your ads are contextually-matched to specific pages within a domain.
- Too much data? The ‘Advanced Settings’ section of the Report Center can help.
Filter the data you receive to only include the metrics you want to see. For example, you can filter your results to see only the sites that got more than 100 impressions, with a CTR above 0.05%, and a conversion rate above zero. Use the dropdown menu to set these restrictions. - Sort it out. Locate the sites that stand out from the rest – whether it’s the highest cost or the fewest conversions. Sort the data in your report by the metrics that matter to you so you can quickly identify which sites are strong performers.
- Use site and category exclusion to prevent your ads from showing on the sites that are not performing well for you, as indicated by the report.
- Use placement targeting to show your ads on sites that convert well for you. With CPM and CPC pricing available, you can choose the option that best meets your goals.
