May 7th, 2009 | Published in Google Adwords
In this edition of New Interface Thursdays we'll be talking about the Networks tab. The Networks tab replaces the Placements tab from the previous interface, and gives you more insight into where your ads are running. In the Networks tab, you can see your ads' performance across different networks like Google search, Search partners, and the Content Network.
When looking at how your Content Network ads perform, you'll see that the new interface divides Content Network statistics into two groups: automatic placements and managed placements.
Automatic placements are pages in the Content Network where your ads have been contextually targeted. Contextual targeting matches the themes in your keyword list to relevant page content on the sites in our network. For instance, if you have 'ski equipment' as a keyword in your ad group, Google might contextually target your ads to a page talking about the best online ski equipment deals.
Managed placements are sites or specific URLs that you've singled out. With managed placements you can set a specific bid for a site. If a site is performing very well for you and you want to increase your exposure, you might bid higher for that placement. On the other hand, if a site isn't very relevant to your offer, you might lower your bid or exclude the site.
When you add a site to your managed placements, we still use your keywords to find contextually matching pages. You can think of it like a Venn diagram:
Jumping back into the account, we can take a closer look at automatic placements. By clicking show details you'll see a table showing the sites on which your ads are running. If you've used the Placement Performance report in the previous interface this should look familiar to you. With the new interface you have this report right in your account.
You can see that each site's performance is broken out. The green "Added" badges appear next to the sites which you've already added to your managed placements.
From this table, you have a few actions you can take. You can add a site to your managed placements with a separate bid for that site. If you want to see a breakdown of your performance on individual URLs where your ads were shown, you can select a site and click Show URL report. Also if a site doesn't meet your advertising goals, you can exclude it from your ad group or campaign.
Your managed placements are shown in a similar table:
Since you set specific bids for managed placements, this table has a Max CPC column. Like the rest of the new interface, you can make changes directly in the table. For example, if you want to change your bid for a placement, just click on the bid and enter a new one. As with your automatic placements, you can view a URL report to take a deeper look at where your ads are showing.
At the bottom of the Networks tab you'll find Exclusions. This area lists any placements that you've excluded to prevent your ads from running on them. You can exclude a placement at the ad group level or at the campaign level.
That's it for our tour of the Networks tab. You can always find more information in the Help Center and at the New Interface site.