Google’s adwords exclusion program would keep publishers on toes.
Google has bowed to repeated requests from Ad Publishers to allow them to exclude certain sites from adwords campaign. Google’s new AdWords Site Exclusion tool allows advertisers to keep their ads out of broad categories of sites besides allowing them to exclude certain individual ones.
This tool would make it easier for advertisers to exclude sites where they feel the incoming clicks fail to convert at a satisfactory rate. This tool can be used with any type of campaign running on the content network: keyword-targeted or placement-targeted. Essential difference between earlier site exclusion feature is that now advertisers can exclude a category too.
However, blocking a category may keep ads from appearing on what would be relevant pages for the campaign.
Though, as Google says, it believes that advertisers won't use it heavily, fact is that advertisers are expected to use it heavily to exclude their ad from MFA sites or sites that don’t keep their content updated or sites with content below certain quality levels.
So publishers, gear up and allocate more budget to get content coming to your site.
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