One way to optimize your Google AdWords Content Network performance is to monitor the domains you are being placed on. Knowing where your clicks are coming from and if they are helping you to be profitable will give you the upper hand in optimizing performance.

Google’s Placement Report shows which domains are hosting your ads and how the placements performed. Keep in mind that impression, click and cost data can be dangerously misleading without conversion data attributing accrued leads or sales to each of the domains.

If Google conversion tracking is installed, conversion data will be included in the report. If you use a separate conversion tracking system, pull a report that includes the referring domain.

First, identify domains not consistent with your service, company or industry. Next, identify poorly performing domains by calculating each domain’s cost-per-acquisition and projected profit. Keep in mind that the Content network often requires more flexible expectations than the Search network due to its lower volume. Block these sites immediately to avoid further wasted spend.

To block domains, head to Google’s Tools page and choose Site and Category Exclusions. There you can add the domains to exclude.  Your CPA should improve.