Marketers and advertisers can use the data generated by their campaigns to optimize throughout the duration of that campaign’s life cycle. Data, specifically the sites a campaign displays on, can be used to better optimize not only where the creative is being placed, but who is seeing it. This can be done by creating whitelists, block lists, and site lists.
A whitelist is a document of preferred lists of sites, built by the operator and often specific to the advertiser. Oftentimes, operators will build a list(s) of the sites that have had a high conversion and click-through-rate, or CTR, to work towards achieving the campaign’s objective.
An operator can tell which sites have achieved these goals and may be worth adding to a whitelist by looking at their detailed reports. From the detailed report, compare significantly relevant pieces of data (click-through-rate, conversions, etc.) That will lead advertisers to the top performing sites, which can be added to a whitelist. Once all sites are added to a whitelist, the campaign or ad group with the uploaded list will only bid on placements available on those respective sites.
This method gives advertisers the transparency they are often looking for and of course, brand safety, as they now know exactly where their advertisements are being shown.
Block lists are the exact opposite of whitelists. A block list is a list of websites that you do not want to show your ads on. For example, if an advertiser pulls their HD report and sees that they have been displaying on cooking.com and letsworkout.org, but don’t want to display there, they can add those sites to a block list.
Once the list is uploaded to the campaign and added to the ad groups, the ads will no longer show on those sites. Creating a block list will also help operators achieve their brand safety objectives and fight off ad fraud.
When creating a site list, consider adding sites with no clicks to a block list and adding a bid multiplier for sites that are seeing better performance, in terms of clicks or conversions, and also add those whitelist.