Are you looking for ways to improve your PPC campaigns? If so, you may be wondering if the Google Search Partner Network is worth your time. In this post, we’ll take a look at what the Search Partner Network is and whether or not it can help you boost your results. Stay tuned for more tips on how to get the most out of your PPC campaigns.
What is Google’s Search Partner Network and how does it work?
The Google Search Partners network is a group of websites that have partnered with Google to show ads from Google’s Ads program. Google has a strict set of rules that these sites must follow in order for ads to be displayed. In addition, they require that these sites only display ads from Google Search Partners. The network itself includes many well-known websites. For example, AOL, Ask.com, and eBay. Partners sites display Google ads next to their own search results.
Google Search Partners is fairly simple to work. When you type a query, Google displays relevant ads next to the search results. The ads are selected based on your query and the keywords you have entered. If you click on an ad, you are taken to the advertiser’s website. Google Search Partners can be a great way to reach potential customers who are already interested in what you have to offer. However, it’s important to note that you will be competing with other advertisers trying to reach these users. As such, it is important to create ads that are relevant and targeted to the keywords that users are searching for. If you can do this, then you stand a good chance of getting your ad seen by potential customers.
Setting It Up
Google Search Partners network is a default setting on your PPC campaign. When you create a new PPC search campaign, you’re automatically opted into the display network and search partners by default. However, most advertisers like to turn this option off when setting up their ad campaigns.
The Pros of Google Search Partners
There are several pros to using the Google Search Partners network option for your PPC campaign. First, it gives you access to a larger audience since your ad will now be appearing on various partner websites. Second, Google Partner websites are high-quality and relevant websites. Therefore, you can be confident that your ad will be seen by people who are interested in what you’re selling. Finally, the Google Search Partners network option is more cost-effective than other Google Ads options since you only pay when someone clicks on your ad. In addition, the CPC (cost-per-clicks) are generally lower.
The Drawbacks
The Google Search Partners Network is definitely not for everyone. There are several drawbacks to using this tool.
Lack of Transparency
There is a large lack of transparency associated with the Google Search Partners Network. For instance, Advertisers have no way of knowing which sites their ads will appear on or how often they will appear. Therefore, this makes it difficult to track results and optimize campaigns. Google does not disclose which websites are part of its search partners network.
Lower Traffic
The traffic from search partners is generally lower quality than Google’s own search engine. This is because people who use Google’s search partners are generally less engaged and less likely to convert. As a result, you may see a lower return on investment.
Parked Domains draining your ad budget
Google’s Search Partners network can drain your budget without your ads ever being seen by real users. This is done by some of the Google Search partners network sites being parked domains. A parked domain is one that is registered but not developed or used. They don’t receive real user traffic since there’s no content on the site for users to view. Google includes these domains in their Search Partners network because they generate revenue from the ads that are served on them. However, this means that businesses that use the network may be wasting their money on ads that no one will ever see. To avoid this, businesses should carefully consider which websites are in Google’s Search Partners network. Therefore, likely to generate real user traffic before bidding on keywords.
Limited Control
Google’s Search Partners network gives you limited control over your campaign bidding on ad auctions. This is because Google sets the prices for ad space on the Search Partners network, and you can only adjust your bid within a certain range. As a result, you may end up paying more for clicks on the network than you would on Google Search.
Steps to improve performance on the Google Search Partners Network
As previously mentioned, Google’s Search Partners network is a great way to improve your ad performance. Here are some steps you can take to improve your performance on Google’s Search Partners network:
Segment Match Types
By matching your campaigns with the right search partners, you can increase their performance. If a particular type of match shows to be more successful than others in terms or historical results from Google searches, then opt for that specific pairing when possible. Therefore, you won’t miss out on any potential organic traffic.
Duplicating a campaign
You can duplicate your campaign and set the bids much lower than what they are now. In addition, having one campaign with Search Partners switched on and the other with Search Partners switched off. Therefore, the search network won’t pick them up. The good news is this doesn’t disrupt keywords’ performance on their own page. However, you might want do some additional optimizations before creating new campaigns with these settings in place just for safety sake.
Specific Keywords
By creating Search Partner specific keywords, you can bid on them differently. You can start by digging into your Search Query reports to identify strong performing search terms. Then, add these searches in a separate ad group and make sure they’re blocked from being picked up by the original campaign.
Split Up Devices
If you find that the search partners are performing well on one device over another, consider splitting up your campaign. Therefore, keeping only certain devices opted into those particular networks.
Conclusion
