Intelligent Exclusion™

A primary method for improving traffic quality across campaigns is to create intelligent exclusion lists for ad providers. “Intelligent exclusion” means limiting ad placement to those areas that drive high quality (converting) traffic and avoiding those areas known to produce low quality (or fraudulent) traffic.

Campaign Advisor™

The Campaign Advisor reports provide the ability to create intelligent exclusions that maximize campaign results. Intelligent exclusions are created by sorting all attributes of paid clicks, including:

• Ad providers (search engines)
• Publishers
• Made for Ad sites (MFA)
• Keywords
• IP addresses
• Country of origin
• Daypart (time of day)

All traffic is listed, ranked, and sortable by various attributes including impact on overall campaign results.

Intelligent exclusion lists can then be created, exported, and delivered to search engines and ad networks to proactively eliminate ad placements that result in low-quality traffic from undesirable sources. For example:

• Poor quality publishers can be excluded from future campaigns.
• Traffic from outside the campaign’s target geography can be excluded.
• Broadly matched keywords can be excluded.
• Ads can be scheduled for days and times that maximize conversions and minimize low-quality or invalid traffic.
• Known offenders can be identified by IP address and excluded from future campaigns

By excluding underperforming traffic, advertisers improve conversion rates and ROAS for future campaigns.