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Below is a table that neatly demonstrates each of the 12 disciplines and how those quality metrics typically affect the average advertising campaign.

The overwhelming trend shows that while your cost per click may increase – so for a given budget you may get fewer clicks – each click you earn will have a much higher chance to convert and is significantly more likely to interact with your site from a reduced bounce rate. This is the Reach Metrics quality assurance and is a genuine competitive advantage at an affordable price!

Exclusion Outcomes:Conversion
Page Metrics: regulate traffic providers suffering from technical problems or undesirable conduct.
Blocking placements with serving issues like DNS problems, GZIP or outdated server software:Increased EngagementNominal ChangeSizeable ReductionAttenuated
Adding domains to the exclusion list which automatically redirect traffic to a different host:Minor ImprovementsNominal ChangeMay Reduced BounceLang. Dependant
Excluding domains with on-page errors or vulnerable scripts ensures original traffic quality:Increases EngagementMay DecreaseSignificant SavingMinimal Savings
Language Metrics: Ensures traffic sources are primarily English first-language audience only.
Blocking websites with non-English metadata tags ensures English first-language visitors:Commonly IncreasesDemographic AccuracyMinimal ChangeIncrease CPM
Excluding websites containing scraped, spun or fragmented content ensures quality traffic:Boost Contextual TargetedCan Reduce CTRRemoves Robot TrafficIncreased CPC
Exclude placements with mixed languages or poor English legibility ensures English visitors only.:Increase Traffic QualityVaries By LanguageBoosts Interest MarketingMinimal Change
Search Metrics: Assure traffic quality with Search Engine organic performance indicators.
Excluding placements that “mimic”, redirect or canonically pretend to be other websites.:Audience TargetedTopic Targeted CTROutcomes VaryCPC Increases
Block placements with poor organic searchability, PageRank or sitemap-to-index ratios:Minor Engagement ImpactPromotes QualityLesser ImpactReduce CPC / CPM
Adding domains to your exclusions lists which score poorly for Mobile UX or PageSpeed tests:Boost Mobile RatiosMy Reduce CTREssential for MobilesMinor Effect
App Metrics: rating mobile placements by their reciprocal App Stores reviews & star ratings.
Blocking apps which score less than 10,000 reviews helps ensure placements are popular:Commonly ImprovesVaries By EcosystemPopularity Ensures QualityIncrease CPC / CPM
Excluding placements with less than a specific overall star rating helps regulate quality.:Minor EffectUsually Improves RatiosReduce Bounce RatesMinimal Change Cost
Block Mobile apps that are Orphaned or not listed in any app stores, ensures known quality:Reduces Robot TrafficLanguage DependantReduces BounceMay Increase CPC

Create Share Placements Exclusions List?

Shared Exclusions Lists
  1. Open your Google AdWords account.
  2. Click the Shared Library Menu Sidebar.
  3. Select Campaign Placement Exclusions.

– either –

  1. Click + List to create a new list.
  2. Click the List Name to Add Placements.
  3. Apply to campaigns commits exclusions.

Top Tip: Google AdWords allows up to 65,000 negative / placements exclusions per shared list;
If you need more you can create mutliple lists and apply them to a single campaign.

Frequently Asked Questions

Who is Reach Metrics™?

Reach Metrics™ is a small Australian company based in Perth, founded by the Software Engineer Andy Futcher.

For more information please see our About Us Page...

How Much Does Reachmetrics Cost?

Reach Metrics has 2 main account levels to suit you advertising needs, a Basic Account and a Pro / Business account. The basic account costs $29.00 USD per month and allows you to assess up to 100,000 placements each billing cycle. Basic accounts are suitable for a small enterprize with a more focused advertising audience. The Pro / Business accounts allows up to 200,000 placements per month, costing $49.00 monthly and are better suited for bigger businesses or more competitive markets than the basic account.

What is Reachmetrics in a Nutshell?

Reach Metrics™ technology is founded on one simple concept; Quality In Quality Out.

Reach Metrics is your advertising-campaign placement skunk works and ad-placement quality analysis tool designed for Google AdWords advertisers that allows you to quickly & easily rate / sort / exclude / target websites and placements by a variety of disciplines and quality metrics. Placement quality control is the most effective way to regulate your overall advertising effectiveness, if your business has an online presence or you are a digital marketer Reach Metrics is a *must have* tool in your online advertising arsenal.

Why Is AdWords Like The Stock-Market?

If you ever wondered why your online ad-campaigns had far less effect on your business than you had hoped for you are not alone: The internet advertising marketplace is very much like the stock-market - and like any free-market - those with the fastest access to accurate trading information have considerable advantages over those who do not!
Reach Metrics offers you and your advertising campaigns a distinct advantage over accounts without our level of business intelligence.

Boosting Quality of Your Adwords Campaigns

When you pay for clicks from AdWords - you're NOT actually buying NEW VISITORS;
what you really PAY FOR with each click is traffic, traffic that already exists on other websites.

These websites you buy clicks from are called "placements" and are the actual source of the traffic you pay for! So shift your thinking like so; what you're actually paying for is second hand traffic - and like anything you buy that is second-hand, its source influences the QUALITY you receive dramatically!

Is Placement QA Affected by Adwords Targeting?

Ultimately it does not matter if you use contextual, keywords, topics, demographics, affinity audience or re-marketing to target clicks with your campaigns, your Campaigns overall traffic quality is STILL determined by the campaign placements.

Boost Mobile Web-Traffic Quality by rating Placement PageSpeed

UX: Traffic sourced from websites with poor User Experience scores (like those rated Google PageSpeed) can dramatically affect the quality of the traffic, especially on mobile devices - excluding poor UX placements will often boost mobile traffic quality.

Increase Click-Through Ratios with Search Metrics

Traffic derived from websites with poor organic searchability or low indexability (such as a very low PageRank or poor page-index to sitemap ratios) can indicate poor quality traffic sources, block poorly indexed placements to improve genuine traffic click through ratios.

Quickly Detect Undesirable Traffic Sources

Traffic from websites that "mimic", redirect or pretend to be another website using content misrepresentation is another strong indicator of poor quality traffic and are often part of referral networks - these can indicate undesirable traffic sources.

Improve your Conversion Ratios with Language Metrics

As an English speaking advertiser, quickly identifying non-English websites (those which claim to be written in another language) can strongly affect your traffics ability to comprehend your products or services, blocking these can dramatically increase conversion ratios.

Quickly Identify Websites with Poor English Quality

Websites containing unnatural English or those which "mistakenly claim" to be English in their metadata (possibly to attract higher valued advertising), blocking these websites may also improve conversion ratios.

Checking Your Placements For Scraped Content

Websites containing content which has been scraped / spun from other valuable content sources is also a strong indicator of poor quality traffic, blocking these placements with scraped content improves conversion ratios dramatically.

Save Advertising Expenses By Preventing Display on Websites with Slow Load-Times

Websites or placements which have poor Serving Issues, DNS configurations, no GZIP support, outdated CMS or vulnerable software installed can represent poor quality, slow loading pings or compromised traffic on those web-pages, blocking these placements can significantly reduce bounce ratios and improve engagement.

Reduce Click-Through Bounce Rates with Page Metrics

Websites which automatically redirect traffic outside their parent domain name could be the result of the server redirecting browsers to more appropriate language (ie: page headers indicate this could be non-english domains) or the website is mis-representing itself; both are undesirable when reducing bounce rates.

Quickly Detect Advertising Placements With Error Free Pages

Websites with badly configured Content Management Systems or software extensions/add-ons might cause on-page errors, generally quality traffic providers have very few html errors, blocking these can help increase engagement from your clicks.

Regulate App-Sourced Traffic Quality Using App Store Ratings

Using Android, Windows, Chrome and Apple App Store overall star-ratings and review metrics to accurately sort, target or exclude (negative) mobile apps and app-id placements from your Advertising Campaigns is a truly effective placement quality control methodology for your digital marketing.