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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
Although we generally think of AdWords as the ads that appear next to Google searches, in reality, the network is far more sophisticated and has far more reach than that. With the ability to display our ads and promote our site on millions of different sites across the web, big sites like The New York Times or even some small niche sites, some sites' placements are going to work very well, and some don't. We need to be able to measure this so we can evaluate that performance and adjust our ads. The domains and URLs where our ads are shown in display network have their own report, which we can use to give us insight into how the content targeted sites are performing in the display network, which is formally known as the Google Content Network. And we navigate here to the Placements report here under the Advertising section, with its own dedicated AdWords reports.
And first, we're going to see the Content Targeting Option here. In this case, our ads are going to be divided into Automatic or Managed placements, so we can see which variety of ad targeting is performing better or worse for Visits and Conversion Rate. Then we can click into the Placement domains or Placement URL to see specifically where our ads are being displayed. Although it's interesting to see which sites have been generating the most traffic for us, this is AdWords, and I am paying for this traffic, so I want to see how it's performing, so I can either target a site specifically or cut off those that aren't. Down here I have selected Ecommerce Conversion Rate to compare one metric versus the other and see which of these different places is performing better.
However, we could also look at things like Per Visit Value, Revenue, Average Value, et cetera. Now, there are lots of ways that we could evaluate these different place and sources depending on your goals and metrics, but by and large, it looks like this traffic isn't doing too well compared to the other sources of traffic on my site. But there are a few bright spots down here, particularly number 6 and number 9 down here. Now, in the past, some advertisers have avoided content targeting on the Google Display Network entirely. I can tell you, it is possible to be tremendously successful with Content Targeting, but generally speaking, it requires you to be much more diligent about managing which sites are showing your ads and how you're managing your budget.
You need analytics to be able to manage this type of ad network. Remember, you can't manage what you can't measure. This dedicated report is a great resource to help you do just that.
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