Google AdWords™ For Dummies®, 3rd Edition

Mining for Gold on the Networks Tab

Use the Networks tab to peek under the hood of your Display network campaigns. You can find poorly performing placements and then either exclude them or manage them. You can also promote promising placements from Automatic to Managed status to get the most profit from them.

The Dimensions tab allows you to observe different segments of your account to gain insights that will make your efforts even more profitable. The Networks tab combines this dashboard of observation with a workbench where you can make the changes suggested by the data.

The Networks tab shows what percentage of your traffic is coming from the Search network compared with traffic coming from the Display network, but the real value here is your ability to see which automatic placements have delivered conversions. Now you can easily graduate them into a Managed Placement position from which you can bid higher or lower on each site individually. The ability to manage the bids on each placement often means the difference between profiting or losing money in the Display network.

Finding placements that generate sales or leads

When advertising on the Display network, you have two choices: Managed and Automatic placements. Managed placements are specific sites that you specifically select to show your ads. Unfortunately, there are hundreds, if not thousands, of websites that will generate profitable clicks that you could never have predicted (or even known about). So, start your Display ...