Google is always adding new features to its’ ubiquitous advertising program. You get the idea: the more reports and controls you have, the more successful your campaign should be. Well, two such tools have been added recently..

The new Placement Report shows search and content partner traffic. This will again show advertisers exactly what traffic is converting. Expect this to cause even more pain for the mediocre partner websites that make up much of the Content network. It places even more emphasis on the concept of customers converting.

Of course, Google isn’t being so generous as to cut out their own partner websites.

The Placement Performance Reports combined with Site Exclusion is definitely a great combination for increasing ROI on the Content Network… though I have to mention one big flaw. Domain ads. You’ll notice in your Placement Performance Reports that there are line items that say ‘Domain ads’, which refer to Google ads that show up on parked domains. In our experience, these parked domains drive lots of clicks and few conversions… yet currently, Google will not allow advertisers to opt out of domain ads, as you can with individual sites.

You have to love that irony. You can turn off every other partner out there, but not the crap traffic from Google’s network of parked domains.

Do you think this is some sort of evolution for the program?