Discovery
10-22-2010, 01:48 PM
How to hit a home run with this marriage, but instead you passed out on your honeymoon.
Let me see if I can revive you two from your stupor.
Yahoo has reached this low point for many reasons, terrible PR for one, but the main source of advertiser frustration was the rampant click fraud and unqualified clicks from low quality search partners.
Compounding this issue was that indentifying these content partners and excluding them from your campaigns was either not offered, or as much fun as giving a cat a cold bath. Reports, XL mastery, reviewing sites, getting the unique URL and manually adding them to individual ad groups.
Google had similar issues, however at that time they at least had robust reporting which only lagged behind a day or so. After much feedback from me (okay perhaps a few others chimed in) Google implemented a process by which you could both view reports on content publishers, and then with a click include/target them or exclude them from your campaigns. Even better you can select a publisher such as about.com and view the activity for each URL that drove traffic or impressions under that domain and target/exclude them. The reports were now actionable.
These targeting features in adwords helped us control content campaigns and gave us faith in their publishers. More importantly for G it makes us feel that Google's intentions are to work "for" the advertisers.
Adcenter really had no content syndication to speak of, thus these tools were not implemented. However, most felt that when Microsoft decided to use a publisher syndication network they would roll it out with a robust set of tools. I mean hell, software guru's with 3 years to plan this out right? They would no doubt nail it.
But in comes Yahoo content publishers and like the TJ river running into the pacific it has infected the entire ecosystem.
Microsoft and Yahoo was there not a single person doing business intelligence between the two of you that understood this was an incredibly important pain point and necessary feature that Google has successfully solved and is continuing to improve upon?
In these past two weeks we have received nearly 300 clicks from the worst matching "content partners" we have seen since... well since we stopped advertising on YSM content.
Enough complaining, let me put this into clear suggestions for Adcenter.
1. Currently you can only see publishers by running a report, this is a static and non-actionable report. You need to allow this data to be part of the campaign administration interface. IE: allow advertisers to select and edit single or multiple publishers from this report. ADD CONVERSION DATA TO THIS REPORT.
2. Allow advertisers to create GLOBAL exclusions with both keywords and site targets.
3. Allow us to exclude a demo/geo profile. Currently we can only increase bids as a percentage to target D/G profiles. We need to exclude as well as target.
4. Campaign targeting:
You need to break Yahoo search, syndication, and extended network From Bing's offerings. We have seen an increase in traffic and conversions, but a huge increase in conversion fraud. It is too early to determine how ROI has been impacted.
We may want to keep Yahoo search partners but exclude their extended network of content and search partners.
5. I was shocked to see the return of complete garbitrage partners run our ads out of adcenter. We are assuming this is the result of Yahoo traffic. Remove or identify all parked page publishers.
Let me see if I can revive you two from your stupor.
Yahoo has reached this low point for many reasons, terrible PR for one, but the main source of advertiser frustration was the rampant click fraud and unqualified clicks from low quality search partners.
Compounding this issue was that indentifying these content partners and excluding them from your campaigns was either not offered, or as much fun as giving a cat a cold bath. Reports, XL mastery, reviewing sites, getting the unique URL and manually adding them to individual ad groups.
Google had similar issues, however at that time they at least had robust reporting which only lagged behind a day or so. After much feedback from me (okay perhaps a few others chimed in) Google implemented a process by which you could both view reports on content publishers, and then with a click include/target them or exclude them from your campaigns. Even better you can select a publisher such as about.com and view the activity for each URL that drove traffic or impressions under that domain and target/exclude them. The reports were now actionable.
These targeting features in adwords helped us control content campaigns and gave us faith in their publishers. More importantly for G it makes us feel that Google's intentions are to work "for" the advertisers.
Adcenter really had no content syndication to speak of, thus these tools were not implemented. However, most felt that when Microsoft decided to use a publisher syndication network they would roll it out with a robust set of tools. I mean hell, software guru's with 3 years to plan this out right? They would no doubt nail it.
But in comes Yahoo content publishers and like the TJ river running into the pacific it has infected the entire ecosystem.
Microsoft and Yahoo was there not a single person doing business intelligence between the two of you that understood this was an incredibly important pain point and necessary feature that Google has successfully solved and is continuing to improve upon?
In these past two weeks we have received nearly 300 clicks from the worst matching "content partners" we have seen since... well since we stopped advertising on YSM content.
Enough complaining, let me put this into clear suggestions for Adcenter.
1. Currently you can only see publishers by running a report, this is a static and non-actionable report. You need to allow this data to be part of the campaign administration interface. IE: allow advertisers to select and edit single or multiple publishers from this report. ADD CONVERSION DATA TO THIS REPORT.
2. Allow advertisers to create GLOBAL exclusions with both keywords and site targets.
3. Allow us to exclude a demo/geo profile. Currently we can only increase bids as a percentage to target D/G profiles. We need to exclude as well as target.
4. Campaign targeting:
You need to break Yahoo search, syndication, and extended network From Bing's offerings. We have seen an increase in traffic and conversions, but a huge increase in conversion fraud. It is too early to determine how ROI has been impacted.
We may want to keep Yahoo search partners but exclude their extended network of content and search partners.
5. I was shocked to see the return of complete garbitrage partners run our ads out of adcenter. We are assuming this is the result of Yahoo traffic. Remove or identify all parked page publishers.