« Yahoo! follows suit by adding image ads to their contextual line up | Main | Contextual Video Advertising Launches Publisher Program Vidsense »

May 05, 2005

Adwords advertisers can now negative filter publisher sites

AdWords advertisers now have the ability to add AdSense publisher websites to a new tool called "Campaign Negative Sites". This means that advertisers who have one or two websites they wish not to have their ads appear on (whether they are competitor sites or just sites they deem as lower quality) can now easily add those URLs to the filter, and their ads will no longer show on those sites, while still be able to run unaffected on all other publisher sites.

I have been a beta tester of this awesome feature, and am very happy to see it finally released to everyone - for both the advertiser and the publisher benefits. Speaking from experience, it works very well, as other advertisers will hopefully be discovering too.

As an advertiser, how should you select what sites to filter? If you have a PPC tool that calculates your ROI on individual content sites, you can exclude lower performing content sites that way.

If you do it the old fashioned way, simply scan through your logs and pull out all the content referral clickthroughs to your site, then extract the publisher page URL. And then you can do what I did - visit every single site, and select those sites you do not want your ads appearing on.

And an added benefit - you can also filter URLs for publisher sites that are not currently in the AdSense program - but if you filter them now, they will be automatically filtered should those sites join AdSense in the future. So this is a great opportunity for advertisers to be able to block all competitors if they chose to do so.

Do keep in mind that you will need to filter on a per campaign basis, so if you want to block competitors, you will need to add them to the tool on each individual campaign.

And as I commented in the current WebmasterWorld thread on this new feature, my biggest surprise was how few sites I actually ended up filtering.

I think this tool will possibly encourage more advertisers to opt-in to content, since they will have more control over where their ads are appearing on. And publishers with high quality sites will benefit as well.

On the flip side, publishers with less-than-quality sites could be hit, particularly if advertisers are opting out simply based on appearances rather than conversion data. Because some of those less-than-quality sites definitely do convert for some advertisers, even if the sites don't appear as though they would convert very well, some publishers could filter them on looks alone while not even considering their ROI on these sites.

Another kudos goes out to Google for bringing in this long-awaited feature out of beta. They have really been stepping up the game since March, and it should pay off for both publishers and advertisers.

Posted by Jenstar at May 5, 2005 10:44 PM

Trackback Pings

TrackBack URL for this entry:
http://www.jensense.com/mt-tb.cgi/52

Listed below are links to weblogs that reference Adwords advertisers can now negative filter publisher sites:

» Google Web Accelerator Privacy Problems, Google AdSense Channel Blocking, Yahoo! Audio Search from SEO Book.com
Google Web Accelerator may have security holes. Fantomaster offers tips on how to block it. Another article about click fraud. Google AdSense unveils channel blocking. SEO Inc sends Google Blogoscoped a cease and decist letter. New SEO Browser tool. Ya... [Read More]

Tracked on May 6, 2005 07:12 AM

» AdWords advertisers can now filter Negative Sites from feedbuzzard
Publishers with less-than-quality sites beware, Google has just added a negative site feature to the Adwords program to prevent your ads from appearing on these sites. This means that advertisers who have one or two websites they wish not to have th... [Read More]

Tracked on May 6, 2005 11:36 AM

» Google Adwords Advertisers Can Now Negative Filter Sites from Marketing Loop Blog
Google Adwords advertisers can now prevent their ads from appearing on specific websites. The feature is appropriately named Campaign Negative Sites. Even if the sites are not participating in the content network, filter can still be applied to them... [Read More]

Tracked on May 6, 2005 08:33 PM

» Adwords: Google added negative filter feature from Mind Sharer - For The Marketing Mind
JenSense has taken the lead to report that Google has added a new feature called negative site filter. It basically allows you to filter out any url from your ad campaign. I logged into my Adwords account and looked at the feature. It allows to fil... [Read More]

Tracked on May 7, 2005 07:19 AM

» Filtered: Links for May 11, 2005 from One Degree
Click through for today's online marketing links. [Read More]

Tracked on May 11, 2005 05:01 AM

Comments

Hi Jen, love the work you do over at the WMW forums. I've learned a lot from you and the others there.

I haven't used adwords in quite some time so... is it true that you can only add a limited number of url's to your negative filter?

Thanks

Posted by: Paul Short at May 6, 2005 08:35 PM

Post a comment




Remember Me?