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!
|CPC / CPM|
|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|Blocking placements with serving issues like DNS problems, GZIP or outdated server software:||Increased Engagement||Nominal Change||Sizeable Reduction||Attenuated|
|Adding domains to the exclusion list which automatically redirect traffic to a different host:||Minor Improvements||Nominal Change||May Reduced Bounce||Lang. Dependant|
|Excluding domains with on-page errors or vulnerable scripts ensures original traffic quality:||Increases Engagement||May Decrease||Significant Saving||Minimal 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 Increases||Demographic Accuracy||Minimal Change||Increase CPM|
|Excluding websites containing scraped, spun or fragmented content ensures quality traffic:||Boost Contextual Targeted||Can Reduce CTR||Removes Robot Traffic||Increased CPC|
|Exclude placements with mixed languages or poor English legibility ensures English visitors only.:||Increase Traffic Quality||Varies By Language||Boosts Interest Marketing||Minimal 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 Targeted||Topic Targeted CTR||Outcomes Vary||CPC Increases|
|Block placements with poor organic searchability, PageRank or sitemap-to-index ratios:||Minor Engagement Impact||Promotes Quality||Lesser Impact||Reduce CPC / CPM|
|Adding domains to your exclusions lists which score poorly for Mobile UX or PageSpeed tests:||Boost Mobile Ratios||My Reduce CTR||Essential for Mobiles||Minor 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 Improves||Varies By Ecosystem||Popularity Ensures Quality||Increase CPC / CPM|
|Excluding placements with less than a specific overall star rating helps regulate quality.:||Minor Effect||Usually Improves Ratios||Reduce Bounce Rates||Minimal Change Cost|
|Block Mobile apps that are Orphaned or not listed in any app stores, ensures known quality:||Reduces Robot Traffic||Language Dependant||Reduces Bounce||May Increase CPC|
– either –
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.
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...
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.
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.
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.
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!
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.