Google’s recent announcement to extend their domain parking service to all publishers has caused a bit of stir among advertisers. However, from an advertiser’s perspective; it really doesn’t matter as long as you know how to see which domains are doing well for you, and how to block the ones not doing well.
Here’s a step-by-step instruction manual to removing your ad from displaying on under-performing parked domains.
What is a parked domain?
A parked domain is a website that has not been developed. Essentially, someone buys a domain page and then instead of putting content on the page, they just put ads on the page. Most traffic from parked domains are direct type in traffic.
Step by step guide to making decisions about parked domains
First, head to your reporting interface in AdWords and run a placement performance report. This report will give you detailed information about where your ads are being shown, and if you use AdWords conversion tracker, it will also show you conversion data.
One of the columns of the placement performance report is called ‘special categories. Here, Google AdWords will tell you which site is part of the domain parking program.
Next, export the data into excel. The useful items on the content network are cost per conversion and total conversions. Items like CTR and even conversion rate aren’t very important on the content network.
In the placement report, you need to take note of the ‘domain’ column. This will be made up of 1 of 2 pieces of data. The first will just say ‘parked domains’ In this instance, Google is not giving you the actual domain where the ad was clicked. In these cases, you might want to average up the entire section to see how the domains are doing for you. However, you will also see specific domain names where your ad was shown.
If you have certain domains where you’re doing well, you might consider adding them to a placement targeting campaign.
However, the domains not doing well – take note of these URLs. In the next step, we’ll show how to block those domains from displaying your ad.
Block Domains from Showing Your Ads
Navigate in your account to the Tools > Site and Category Exclusion Tools. You will need to select a campaign. Once selected, here is where you can block sites from showing your ad. You have two options.
Option 1 – Block your ad from showing on any parked domain sites.
Navigate to the ‘Page Types’ tab. This will show you your stats by different types of pages where your content ad is shown. Here you can quickly choose a complete page type (such as parked domains or other special categories) and keep your ad from showing on those pages.
Option 2 – Just block underperforming sites.
Click on the ‘Sites’ Tab. This will open up a text box where you can add all of the sites you noticed in excel weren’t performing up to your goals.
Wile the parked domain program is quite controversial. With very little work, you can either completely opt out of this program, or opt out of sites that are not converting for your AdWords account. It doesn’t take that much time.
Previously,many companies did not see a huge amount of impression on the parked domain program (and yet others did); however, with the new announcement, many companies will start to see many more impressions from these pages. Instead of complaining about the results, take the simple steps above to optimize your account for these impressions.