For digital marketers striving for comprehensive reach, the question isn’t whether to explore every avenue, but how to optimize each for peak performance. Among these, Google Search Partners often sits in a gray area – a potentially powerful network frequently overlooked or misunderstood.
When setting up a new search campaign in Google Ads, you’re automatically enrolled in both the Display Network and Google Search Partners. This default setting allows your ads to extend beyond the familiar Google Search Results Pages (SERPs) and appear on a diverse ecosystem of platforms. This includes Google-owned properties like YouTube and Google Maps, partner sites such as Amazon and Walmart, and a vast array of other websites that have opted in to display Google Search Ads. These partners, in turn, benefit from a share of the advertising revenue generated.
While Google keeps the exact list of search partners under wraps, the network’s premise is clear: to broaden your ad placements and capture attention beyond the standard search engine results. This expanded reach can translate into valuable traffic and conversions, offering a way to cut through the noise and connect with a wider audience.
However, the Google Search Partner network isn’t without its complexities. Many advertisers, wary of perceived risks and lack of control, choose to disable it. Concerns around transparency, placement control, and potential budget wastage on less-than-ideal sites are valid and widespread.
The key question then becomes: how can you effectively leverage the Google Search Partners network to enhance your campaign performance, gain broader visibility, and maintain control over your advertising spend?
Let’s delve into common misconceptions surrounding Google Search Partners and uncover actionable strategies to harness its potential for your advertising success.
Debunking 5 Key Misconceptions About Google Search Partners
Before we dive into optimization strategies, it’s crucial to address and clarify some persistent misunderstandings about the Google Search Partner network. These misconceptions often lead to premature dismissal of a valuable advertising resource.
5 Common Misconceptions About Google Search Partners infographic
Misconception 1: Search Partners Are Just Smaller Search Engines
Despite the name, Google Search Partners isn’t solely comprised of alternative search engines vying for Google’s market share. The network is far more diverse. Google’s official definition clarifies this:
“Search partners extend the reach of Google Search ads to hundreds of non-Google websites, as well as YouTube and other Google sites. On search partners sites, your ads can appear on search results pages, on site directory pages, or on other pages related to a person’s search.”
This means your ads can appear on a wide range of sites, from major e-commerce platforms and news portals to niche blogs and directory websites, wherever contextually relevant search opportunities exist. It’s about extending your reach across the internet where users are actively seeking information, not just within traditional search engines.
Misconception 2: Search Partners Are Only Relevant for Traditional Search Campaigns
While search campaigns are the most common association, Google Search Partners can also significantly enhance the reach of your Shopping campaigns. For e-commerce businesses, this is a particularly valuable expansion. Imagine your product ads appearing not only on Google Shopping but also on partner sites where users are comparing prices, reading reviews, or browsing related products. This broader visibility across the shopping journey can lead to increased product discovery and sales.
Misconception 3: Past Poor Performance Means Future Failure
The digital advertising landscape is in constant flux. Dismissing Google Search Partners based on past experiences might mean missing out on current opportunities. Google Ads evolves rapidly, with algorithm updates and feature enhancements frequently changing the performance dynamics.
Notably, in October 2018, Google introduced Smart Bidding for search partner sites, aiming to optimize conversions while maintaining a comparable Cost-Per-Click (CPC) to Google Search. This update alone could be a game-changer, potentially improving performance for campaigns that previously excluded search partners. Regular testing and re-evaluation are crucial to ensure you’re not leaving valuable performance on the table.
Misconception 4: Campaign-Level Segmentation is the Limit of Search Partner Insights
While granular visibility into individual search partner websites isn’t available, campaign-level segmentation is just the starting point for deeper analysis. By segmenting your Google Ads reports by “Search Partner Network,” you can gain valuable insights into overall performance differences between Google Search and Search Partners.
However, the analysis shouldn’t stop there. Further segmentation by keywords, match types, devices, and audiences within your Search Partner data can reveal more nuanced performance patterns and pinpoint areas for optimization. This deeper dive allows for more informed decisions beyond a simple on/off switch for the entire network.
Misconception 5: Higher CPA in Search Partners Means Impotence
It’s true that advertisers have less direct control over Google Search Partners compared to the core Google Search Network. You can’t isolate and bid on specific partner sites or apply placement-level bid adjustments. However, a higher Cost Per Acquisition (CPA) in Search Partners doesn’t necessarily mean it’s a lost cause.
Creative strategies and data-driven adjustments can still significantly improve performance. By analyzing performance at the keyword, match type, and device level, you can identify underperforming segments and implement targeted optimizations, even within the limitations of the network. It’s about working smarter, not harder, within the available control parameters.
Identifying Low-Hanging Fruit on the Search Partner Network
For advertisers hesitant about fully embracing Google Search Partners, a strategic approach is to start with “low-hanging fruit” – areas where the potential for positive returns is highest and risk is minimized. Focusing on high-intent targets within the network can provide valuable initial wins and build confidence.
Brand Campaigns: Amplifying High-Intent Searches
Brand campaigns, targeting your own brand terms, typically exhibit the highest conversion rates and strongest user intent. For campaigns where budget allows for maximum reach, Google Search Partners can be an excellent avenue to capture additional volume for these highly qualified searches. Expanding brand visibility across partner sites ensures you’re capturing every possible customer actively searching for your brand, wherever they may be online.
RLSA Campaigns: Re-Engaging Qualified Audiences
Remarketing Lists for Search Ads (RLSA) target users who have previously interacted with your website, indicating a higher level of interest and familiarity with your brand. Extending RLSA campaigns to Google Search Partners can be particularly effective. These users are already “warm leads,” and reaching them again on partner sites reinforces brand recall and encourages conversion. Think of RLSA audiences as a lower-risk testing ground for Search Partners, allowing you to tap into a pre-qualified audience with a higher propensity to convert.
Diagnosing Performance Discrepancies in Search Partners
If you’re seeing conversion volume from Google Search Partners but at an unsustainable cost, the crucial next step is to diagnose the root causes of underperformance. Running targeted reports and analyzing key metrics can illuminate problem areas and guide your optimization efforts.
Keyword Performance Analysis: Pinpointing Problematic Terms
Often, performance issues in the search network, including partners, can stem from poorly performing keywords. Broad, generic terms may drive traffic but lack the specificity to convert effectively. Segmenting your keyword performance data by “Search Network” allows you to directly compare performance on Google Search versus Search Partners.
This segmentation reveals which keywords are driving conversions efficiently on Search Partners and which are draining budget with minimal return or unacceptably high CPAs. Focusing on refining or pausing underperforming keywords within the Search Partner network can significantly improve overall campaign efficiency.
Match Type Examination: Understanding Broad Match Dynamics
Match types play a significant role in campaign performance, and their impact can differ between Google Search and Google Search Partners. Analyzing match type performance segmented by network can uncover valuable insights. Often, broad match keywords, while effective for reach in Google Search, may underperform in Search Partners due to the broader contextual interpretation on partner sites.
By examining this segmented data, you can identify if specific match types are contributing to poor Search Partner performance. Adjusting match type strategies, such as limiting broad match in Search Partners or focusing on phrase and exact match for tighter control, can lead to improved results.
Device Performance Review: Identifying Device-Specific Issues
Device usage patterns and conversion behavior can vary significantly across networks. Segmenting device performance data by “Search Partners” can reveal device-specific performance disparities. You might find that Search Partners perform strongly on desktop but struggle on mobile, or vice versa.
This device-level insight allows for targeted adjustments. If mobile performance is weak on Search Partners, you might consider decreasing mobile bids or even excluding mobile traffic altogether from the network, focusing your budget where it yields the best return.
Actionable Steps to Enhance Google Search Partner Performance
While direct placement control within Google Search Partners is limited, several strategic actions can be taken to improve performance and optimize your campaigns within the network’s constraints.
Match Type Segmentation: Tailoring Campaigns by Match Type
If your analysis reveals specific match types performing well on Search Partners, consider segmenting your campaigns based on match type. Create separate campaigns focused on the successful match types and opt only those into Search Partners. This allows you to dedicate budget and optimization efforts to the match types that demonstrate proven performance within the network.
However, ensure sufficient volume exists within Search Partners for the selected match types to justify campaign segmentation. Small volume gains may not warrant a complex restructuring.
Device Segmentation: Optimizing for Device-Specific Performance
Similarly, if device performance analysis highlights a clear winner (e.g., desktop outperforms mobile on Search Partners), segment your campaigns by device. Create device-specific campaigns, opting in only the high-performing device type to Search Partners. This allows for granular budget allocation and device-specific bid adjustments to maximize returns from the network. Again, ensure sufficient Search Partner volume for the chosen device to justify segmentation.
Keyword Segmentation: Isolating High and Low Performers
For keywords that consistently underperform on Google Search Partners, consider segmenting them out. Create separate campaigns for these keywords and exclude them from Search Partners. This prevents budget wastage on poorly performing terms within the network while preserving their performance on the core Google Search Network. Exercise caution to avoid negatively impacting high-volume Google Search conversions during keyword segmentation.
RLSA Campaign Segmentation: Leveraging Audience Insights
If RLSA audiences show significantly better performance within Search Partners compared to non-RLSA traffic, segment out an RLSA-specific campaign. Opt this RLSA campaign into Search Partners while excluding Search Partners from your broader, non-RLSA campaign. This allows you to capitalize on the higher conversion potential of remarketing audiences within the partner network.
Duplicate Campaign for Search Partners: A Controlled Experiment
For a more experimental approach, consider duplicating your existing campaign specifically for Google Search Partners. In this duplicated campaign, set bids significantly lower than your primary Google Search campaign. This lower bid strategy aims to primarily capture traffic from the Search Partner network, as Google Search will likely prioritize the higher bids of your original campaign.
This method allows you to explore Search Partner performance without directly disrupting your core Google Search campaigns. However, caution is advised. Pausing elements in your primary Google Search campaign could inadvertently redirect traffic to your Search Partner-focused duplicate campaign. Careful monitoring and management are crucial.
Evolving Landscape: Google Partners Program Updates
In February 2021, Google Ads implemented structural and badge criteria updates to its Partner Program. While partners still need to maintain a minimum 70% optimization score to retain their badges, they now have greater flexibility in applying or dismissing recommendations based on their own expert assessment.
Benefits were also refined to better serve partner needs in three key areas: Education & Insights, Access & Support, and Recognition & Rewards. These changes reflect Google’s ongoing commitment to supporting and empowering advertising agencies and third-party managers who leverage Google Ads on behalf of brands, recognizing them as expert digital agencies within the evolving digital marketing ecosystem.
Key Takeaways: Embrace Testing and Data-Driven Optimization
So, should you utilize the Google Search Partner network? The answer, as with most things in digital marketing, is nuanced and depends on your specific goals and data. There’s no one-size-fits-all solution.
Remember that campaign restructuring always carries inherent risks. New campaigns lack historical data, and performance can be unpredictable initially. Thoroughly assess whether the potential gains in conversion volume justify the risk of restructuring.
Always prioritize reversibility. When making changes, pause (don’t delete) keywords or campaign elements in your original campaigns to allow for easy rollback if performance falters.
Be prepared for a potential decrease in click-through rates (CTR) in your aggregate reports when activating Google Search Partners. This isn’t necessarily indicative of declining Google Search CTR; rather, it reflects the inclusion of Search Partner impressions, which typically have lower CTRs.
Despite potentially lower conversion rates on Search Partners compared to Google Search, the often-lower CPCs can lead to a comparable Cost Per Conversion. This makes Google Search Partners a worthwhile avenue to test and explore for potential incremental gains in your overall campaign performance.
Ultimately, a data-driven, test-and-learn approach is essential for maximizing the potential of Google Search Partners. By understanding its nuances, debunking common misconceptions, and implementing strategic optimizations, you can unlock hidden opportunities and expand your reach within this valuable, yet often underestimated, network.
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