GDN Placement Reports for Decision-Making
As part of our practice we regularly generate reports at campaign, keywords, etc. levels. When using Google Display Network (GDN), we also have to run placement reports, which generate measured site-level performance reports. These reports should be the most important data to help with our decision-making as to where to continue advertising and which sites to exclude. Therefore data from placement reports, not how we feel about a specific site, should help guide our decisions. By always adjusting display bids separate from search we can use GDN placement reports help us with decisions regarding underperforming sites.
If sites meet your desired objectives and yields high conversion we should:
Use them in managed networks
Add additional budget
If sites do not meet your objectives:
Lower the bid or exclude the sites
If ads appear on irrelevant pages:
Optimize keywords
Add negative keywords
To see your ads performance on GDN in your AdWords account click the Campaigns tab, click the Networks tab, click show details link to expand the Managed and Automatic placements tables and apply columns and filters. You can download Managed or Automatic placements table, or click Create to generate report.