If you use Google’s Content Network or use pay per click advertising at any of the search engines then you may consider blocking your ad from appearing on some domains. Why? Because it could increase your click throughs and ROI.
There are any number of reasons why you may want to consider domain blocking, but three of my favorite are:
- The domain features material you find objectionable
- It’s a competitor’s website
- That domain doesn’t deliver quality traffic
The first two, of course, are personal choices. But that last point, quality traffic, could be an ROI killer. You want to ensure that you are reaching targeted traffic and if a particular domain doesn’t do that for you, you’ll lose money. If your click-through rate is low on a particular domain or the conversions are lower from that domain than they are across the board then you probably want to block it. You’ll likely see your CTR go up and your conversions increase. When that happens your ROI from your pay per click advertising campaigns will go up as well. It just makes sense to block some domains.
