Slash Adwords Cost 25%

If your Google ads show on the content ("AdSense") network, this one article could cut your AdWords spend by 25%.

For the last decade, online marketing has been steadily sharpening, from shotgun to rifle shot to laser market segmentation. I doubt this trend will ever reverse. The way you stay competitive online is by slicing markets thinner and thinner and thinner so you extract maximum profit from each juicy chunk.

So one of the first lessons in AdWords Success 101 is to separate the Search Network from the Content Network, so you buy Google clicks separately from AdSense clicks.

The next step after that is to identify which AdSense websites running your ads are bringing buyers and which ones merely bring tire kickers.

Hardly anyone ever does this, but Google has now added this capability to their report functions.

This is now one of the most important reporting capabilities available in AdWords and you'll do well to take advantage of it.

Let me show you a picture of what this report looks like. This tells you which websites on the content network are sending you traffic, how much, and how well it's converting.

You can sort by any column you like; the most useful sorts are likely to be impressions, clicks, cost, and cost per conversion. You can then identify any sites that are sending tire-kicker traffic and add them to you exclude list.

*This email may be premature because not all AdWords accounts are supporting this feature, but soon will be.*

This is a new feature and Google seems to be in the midst of adjusting this, but at this time the way you generate this report is:

1. You go to the Reports tab and "Create Report."
2. Report type is "Site / Keyword Performance"
3. You set the date range as you wish. Remember that if the date range is too narrow, you don't have enough data from most sites to make a judgment.
4. Use "add/remove columns" to select the information you want, which in this case is various checkboxes in the "conversion columns" section.
5. Generate the report. Save it as a report type first, so you can run it on a regular basis. Maybe you even want the report automatically generated and emailed to you every week or every month.

The more expensive the keywords are, the wider the range of quality of clicks you're buying on the AdSense network. I've seen campaigns for 5 cent clicks where most sites seem to convert at reasonable rates. However when you're dealing with $5.00 keywords there are so many junk sites and AdSense arbitrage sites that generate lousy clicks, sometimes 80 to 90% of the sites are sending you junk traffic.

The more expensive your clicks are, the more important these reports are going to be.

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