Monitoring Placement Performance

It's important to review the performance of your ads on all placements to determine whether the placements are effective. If they aren't, you can remove them from your campaign just as you would remove keywords when refining a keyword list.

To run a URL report, click See URLs under automatic placements or managed placements on the Networks tab of any campaign. This report will list the pages where your ads have appeared on the Display Network and your ads' statistics.

After you run the report, check the results. Focus on the areas that matter the most by initially sorting the data by column fields such as "Clicks" or "Cost."

 This helps you understand which domains or URLs give your ads the most exposure.

Here are some tips for analyzing a URL report:

•Implement Google's conversion tracking so you can understand how individual sites are converting for you.

•Don't focus on lower overall clickthrough rates (CTR). Remember: A low CTR on a given site does not necessarily mean your ads perform poorly. Users behave differently on Display Network pages than they do on search sites. For more telling information, rely on your conversion data.

•When you find placements where ads from one ad group convert well, consider adding them as managed placements on the Networks tab in your ad group. Try raising your bid so that your ads will have a better chance of appearing whenever your keywords put your ad on that placement. Or, try doing the opposite with poorer-performing placements: lower your bid to seek a better ROI on those specific placements.

•Respond only to statistically significant data. It may take several weeks before you can see how your ad is doing on a specific site. We recommend waiting until you have enough click and impression data before making decisions.

•Use the report to identify and exclude sites that are not converting for your campaign.