Google Ads placement report template. The websites, apps and videos where your ads were seen.
The Placements template lists where your Display, video, Demand Gen and Performance Max ads appeared: websites, apps, YouTube videos and channels, and Google's own products. It is one table sorted by impressions, with the clicks, spend and conversions of each placement wherever Google gives them.
- 1 card
- Websites, YouTube, apps
- Last 30 days
What is in the placement report template? One table, full width.
Under each placement sit its address and the campaigns that used it. A tag gives its type: Website, App, YouTube video, YouTube channel or Google products.
Which accounts is the placement report template for?
Accounts that run Display, video, Demand Gen or Performance Max campaigns. A Search-only account has nothing to show here.
Performance Max rows carry impressions only, because that is all Google reports for its placements. Their clicks, spend and conversions stay blank: a Performance Max row tells you where you appeared, not what it cost. Placements Google keeps anonymous are grouped under Sites Google does not name.
How do you read a placement report? Card by card, and what to do next.
Sort by spend, then by cost per conversion
The template sorts by impressions, which answers where you were seen. For waste, sort by spend. The placements at the top with no conversion, or a cost per conversion far above target, are the first candidates for exclusion.
Judge a placement against a bar, not on sight. A site at €40 with no lead, when a lead should cost €25, has not had a fair chance yet. At €120 it has.
Patterns worth excluding
Mobile apps with a high click-through rate and no conversions are the classic case: taps made by accident inside games. Set Placement kind to Apps and read CTR next to conversions. On YouTube, set it to YouTube and look for channels whose subject has nothing to do with what you sell.
Where to put the exclusions
Build a placement exclusion list at account level. Account-level exclusions also apply to Performance Max, so one list covers every campaign that can show on these placements.
Go easy on awareness campaigns. A placement with many impressions and few clicks can still do its job for a reach campaign. Judge those on cost per thousand impressions and view rate, not on conversions.
What does a placement report show on a made-up account?
Quillstone Software
A made-up account, for illustration
Quillstone Software, a made-up company, sells an invoicing app. It runs Display remarketing and Demand Gen on €3,800 a month, plus a Performance Max campaign. Sorted by spend, the table shows a puzzle app at €410, with 2,300 clicks, a 9% CTR and no trial. Two business news sites sit at €180 each, with 6 trials apiece.
The puzzle app goes on the account's exclusion list. Its Performance Max row shows 48,000 impressions, so the same list keeps it away from that campaign too. The news sites stay.
How do you change the placement report template?
- Set Placement kind to Websites, YouTube, Apps or Google products to make one card per kind of inventory. Copy the card to keep several.
- Use Campaign containing to keep only the campaigns whose names hold a word, such as PMax or Display.
- Raise the rows to 100, then download the table as CSV or Excel to build your exclusion list.
The table reads up to 1,000 placements from each of Google's two placement reports, the one for Performance Max and the one for every other campaign.
Questions about the Placements template.
Anything else? Ask Oppy in the product, or write to the team.
What does a Google Ads placement report show?
The websites, apps, YouTube videos and channels, and Google products where your ads appeared, with impressions, clicks, CTR, spend, conversions and cost per conversion for each one.
Why do Performance Max placements show impressions only?
Google reports impressions for Performance Max placements and nothing else. Clicks, spend and conversions by placement are not available for that campaign type, so those cells stay blank.
What does Sites Google does not name mean?
Some placements are reported without a name. Optizads groups them in one row so their impressions and cost still count.
Can I exclude placements from Performance Max?
Yes, through account-level placement exclusions, which apply to Performance Max as well as Display, video and Demand Gen campaigns.
Does it list Search partner sites?
No. The table reads Display, video, Demand Gen and Performance Max placements. Search partners are reported apart in Google Ads.
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