Excluding campaigns from Google and Yahoo's search networks may seem like a way to avoid click fraud or otherwise worthless clicks, but as Michael McVeigh notes, as much as half of all paid search
traffic stems from visits to these partner sites. Keeping them out of a campaign mix may mean missing out on some high quality traffic too, but the trick is to manage your inclusions for optimum
performance.
Since neither engine offers completely clear reporting on the influx of search network traffic, comb through the site visit and conversion data from your own analytics
program to help guide you. Then, take your top-performing keywords, and look for discrepancies in conversions from partner sites (as opposed to Google.com or Yahoo.com traffic)--the poor converting
referral sites will show up and you can easily make exclusions.
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