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30 AdWords Tips in 30 Days - Day #11 - Evaluate Automatic Placements

The Google Display Network is a great way to increase your Reach and serve your Ads to potential customers viewing relevant content across a million+ sites in Google's Network.  When running on the Google Display Network and contextually targeting, you have the ability to have Google serve your Ads on Automatic Placements; performance on these Placements can, and should be, evaluated.

 

Tip #11 - Evaluate Automatic Placement Performance

 

An Automatic Placement Report is similar to a Keyword Report - You'll see how often your Ads served on certain Placements, how often they were clicked on, how often traffic from your Placem... (if Conversion Tracking setup), etc.  

 

Where do I find my Automatic Placement Report?

 

1.  Log into AdWords

2.  Click on the Display Network Tab

3.  Click on Placements (right beneath the main Tabs)

Where to find Automatic Placements.jpg

 

What kind of decisions should I make based on Automatic Placement Performance?

 

Similar to the process for evaluating Keywords, there are many decisions to consider regarding performance of Automatic Placements.  Below are my top three:

 

1.  Move high performing Automatic Placements to Managed Placements - Managing Placements directly gives you the opportunity to control how much budget goes to that Placement (by placing in their own Campaign), tailor Ad Copy/Creative, and/or adjust bids.

 

2.  Exclude Placements - If a Placement is not performing well for you, consider blocking your Ads from serving on those Placements.

 

3. Adjust Bids - Just as you can increase/decrease Max CPCs on Keywords, you can also adjust accordingly on Automatic Placements.

 

about Brian Valentini

Chicago-based husband and father who likes sports, traveling, and laughing. Excited about the field of Digital Marketing, especially Paid Search. Work-life = Vice President/Director of Search Marketing at DigitasLBi, a global digital marketing and technology agency.

Comments
Tom_Wilson Top Contributor Alumni
April 2014

Nice article @vkore91 Smiley Happy

 

Tom Wilson
Freelance Adwords & Google Shopping Consultant

If you find this or another response helpful within the forum "please accept as solution" to further assist and direct others.

vkore91 Top Contributor Alumni
April 2014

Thanks, Tom!

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