• ROI Revolution, Tuesday, May 5, 2009 3 PM

Sometimes marketers don't want ads to show up on certain sites in Google's Content Network "because they're costly, they're not converting well, and/or they're just irrelevant to your offer," writes Stephanie Chen. Some sites have a poor conversion rate, so the smart thing to do right from the start is exclude placement and block domains, she adds.

Chen also suggests generating a performance report after running the campaign for a few days to verify any placements have been removed. When typing in excluded placements using the interface or the AdWords Editor, know that the format matters because placement exclusions operate at the URL level, not the domain. Making sure ads aren't visible on a particular domain requires entering the excluded placement as "domain.com," not "www.domain.com.

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