I’m going to do everyone a favor and give you a head start on the Adwords Site Exclusion feature – as you may have noticed I’m quite obsessed with the new content network reporting that Adwords is offering. If you spend a lot of money in this platform and you’re not running these reports – bless you because you’re making my job easier. If you ignore the content network because someone told you a horror story about losing money and low ROI, bless you again because you’re making my job easier. **sarcasm** – You should be running on the content network, it’s absolutely necessary in order to scale your campaign to the highest levels.
Adwords Site Exclusion is one of the primary control methods in running a successful content network campaign. In order to use effectively, you will need to run a Placement Performance Report. This report will tell you which domains or urls are sending traffic that isn’t providing a good ROI. Pick out those underperforming domains and paste them into a txt file. You should compile a running log for each campaign or client you are managing. For example, a domain that I will block 99% of the time is myspace.com, but if I’m running a campaign for a particular band or tshirt company or dating, for example, I would probably reconsider. Point being, each list of excluded domains should be unique to the campaign you are managing. This is not a one size fits all tool.
With that in mind, I’ll get you started with a list that I am building for one particular campaign that competes in a legal services niche: