Shared Negative placements lists for the Google Display Network
Use this one simple trick to reduce impressions, increase CTR and lower CPA’s across your GDN accounts!
Ok, so this one isn’t really a very long one but it’s one I hope other Google Ads account managers will find useful.
Anyone with any experience on the GDN knows that many of the websites your ads appear on are less than valuable to you as an advertiser. Others might use terms like impression/click farms but that is not my purpose here.
Instead, if you are interested, I have included a link HERE to a CSV with over 23,000 URLs that I now apply to each account in my MCC at the MCC level as part of our best practice discipline.
These URLs have been mined from hundreds of accounts over the last 12 months, each of the URLs had poor to nonexistent performance and so cost us $’s every month! By implementing this negative placement list, we have seen reduced impressions, increased CTR, and lowered CPAs across the board!
This list will be updated over time, so if other account AMs wish to send us CSVs with lists of negative placements, I will consolidate one de-duped list we can all benefit from!
Key considerations when using this list.
• This list works for us. If you want to use it yourself please feel free to do so but you should check it thoroughly against your current working placements before adding it.
• This list only includes URLs for websites; I have assumed that you are already excluding apps from your placements.
• As we are an agency in Australia, this list has a large volume of .com.au URLs.
• This list is long. It should be added to accounts at the MCC level unless you want each account to take 15 minutes to download every time…
I’ve worked in Advertising & Digital since I graduated from university in 2010. I spent 2 and half years working for Google in the UK where I fell in love with digital and creative work. I now run a great team here in Sydney doing great work.
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