Whitelisting. It sounds kind of sinister, doesn’t it? Like, another bad guy found out about James Spader’s Blacklist and wanted to compete with it. Or like it’s a team of vigilantes or something.
But really, it’s just a tool to improve your PPC campaigns.What is a Whitelist?
A whitelist is pretty much a clone of your campaign, but it singles out your best-performing sources. Once your campaign has been live long enough, you’ll start to notice that some sources in your ad network are bringing you more traffic than others. You might also notice some are bringing you better traffic.
OK, so your ads on ABC.com have brought you 500 visitors to your website. Great. But wait a minute. The marketing goal you’re using PPC to meet relies on people creating an account on your site, and only 10 of the visitors from ABC.com have done so. A 2% conversion rate. XYZ.com has only brought you 300 visitors, but 30 of them signed up. That conversion rate is 5x higher.
So, obviously, you want to make sure your ad budget is being spent on XYZ.com instead of ABC.com, right? Right. Not left.
In a nutshell, it’s a campaign-specific list that ensures you’re focusing your budget on traffic sources that will help you meet your goals, and leaves out any sources that may be under-performing for you. Optimization made easy.How to Build Your Campaign’s Whitelist