Google Search Partners Network gives eligible Google Search Ads the chance to appear on search related websites and other eligible placements besides being displayed in the search results page of Google. This helps the advertisers to reach even more customers searching for their product or service.
But having more impressions and clicks does not always mean having more leads or sales. Search partner traffic tends to perform differently than Google Search traffic, and thus it is important for the advertiser to know about this network and keep tabs on its results.
No matter if you run lead generation campaigns, run an online store, or you manage Google Ad campaigns for others, learning about Search Partners can come in handy.
Google Search Partners Network is a collection of websites and other eligible properties that are able to partner with Google to serve ads for Google Ads Search campaigns.Put simply, it provides advertisers the chance to serve their search ads outside of the Google Search results page.
When users perform searches on Google, their ads will be shown on the same page along with organic search results. With Google Search Partners turned on, eligible ads will also be served on partner properties based on ad serving requirements.
The primary distinction lies in placement of the advertisement:
Google Search: Advertisements can be displayed directly on the Google search results pages.
Search Partners: Suitable advertisements can be shown on participating partner websites and other supported sites.
Advertisements for Search Partners are usually managed from the Network settings of suitable Search campaigns, and not through a whole new campaign category altogether.
From a business perspective, it is an alternative method of reaching customers. But the exact result is based on certain variables such as user intent and campaign settings among others.
How Does the Google Search Partners Network Operate?
Google Search Partners Network operates in tandem with eligible Google Ads Search campaigns. Advertisers create keywords, ad text, target and budget the campaigns. Then, the ad network decides whether the ad will be eligible to display for a given search or placement.
Below is how the process works.
1. Relevance of keywords
Advertisers select keywords related to their goods and services. An ad will only be eligible to appear if the search made by the user is relevant to the selected keywords, as well as meets the targeting requirements of the campaign.
Google runs an auction system that helps determine the eligibility of the ads based on the criteria such as bid price, quality of the ad, context and many more auction-time signals. Selecting Search Partners will not automatically run the ad on every partner website.
Ads can be displayed on participating partner search-related websites if the campaign is eligible and Search Partners is enabled.
Typically, marketers have the ability to either allow or disallow Search Partners within the Networks part of an eligible Search campaign. The main factor here is that participation in the partner network is dictated by the campaign settings.
The key thing here is that Google Search Partners in Google Ads enhances advertising opportunities for ads but does not ensure improved performance. Advertisers need to evaluate how successful the network has been relative to their marketing objectives.
One of the first valuable points to know about Google Search Partners is the fact that you can show up your ads in different placements, not only in search engine results pages.
Depending on the nature of the campaign and available inventory, Google Search Partners sites and properties will be able to show up ads in the following placements:
Search-related sites: Advertisers can show ads together with search results at some participating sites.
Site directory pages: Some ads can be shown at the page which helps users find out about businesses, their offers, services, and similar information.
Product detail pages: Product-related ads and listings can be shown up at pages with products for sale.
YouTube search results: Some eligible ads will be displayed in relevant YouTube placements.
YouTube Watch pages: Eligible ads can be placed at the pages of Watch on YouTube.
As for ads, their format depends on the partner's site and the nature of the ad.
It is important to know that the advertiser does not always have full control over the specific Google partner placement for their ad. This is why analyzing the network and placement reports is crucial.
While Google Search Network and Search Partners belong to the larger Google Search Network family, they are distinct placement options. Knowing the difference between Google Search Network vs. Search Partners will assist advertisers in assessing their campaigns' effectiveness.
The main distinction between Google Search and Search Partners is the placement of your ads rather than the structure of your advertising campaign.
For instance, let's consider an example of a business that markets web development services through advertisements. In case you activate Search Partners, your ads can be displayed in addition to Google Search when people perform related searches.
This can provide extra chances of reaching out to prospective clients. Yet, one shouldn’t think that traffic coming from partners converts just like the traffic coming from Google Search.
It all depends on the goals, budget, and conversions.
There can be many benefits to using the Google Search Partners Network if it matches your advertising objectives.
Through Search Partners, you can get your search ads to places outside of the Google search results where you can reach more people who could have interest in your products/services.
Partner placements will give you more chances of reaching users and getting them to click on your ads. This could be helpful if an advertiser is looking for ways to extend their campaign reach outside of Google Search.
This could result in inquiries, orders, calls, and other types of conversions. For lead generators, a small amount of qualified leads can still make it worthwhile to try out the network.
If you have a well-tracked conversion rate, and can benefit from additional traffic, then the Search Partners network can be useful for your campaign.
Differences in clicks, conversion rate, and cost per acquisition can be identified by comparing Google Search and Google Search Partners. They will allow the advertiser to make smarter choices for their network settings.
Note: All of these are just possible advantages and not promises. Benefits from using Google Search Partners are dependent on the performance of your campaign. More traffic means nothing if it doesn't result in anything useful for your business.
Though Search Partners can help boost the number of clicks, the advertiser must be aware of the possible negative aspects before utilizing the network.
The users that visit various partner sites may have a different intent to purchase something. Some clicks can be relevant for the campaign, whereas some clicks might not be likely to result in conversion or inquiry.
There could be conversions from the campaign launched via Google Search, yet there could be variations across partners. The advertiser that does not consider such aspect will see general numbers in terms of conversions.
Though additional clicks bring in additional traffic, the clicks generated via partners might not be converted into relevant inquiries. This way, the cost per lead will become higher despite seemingly lower CPC.
It is necessary to examine the existing network and placement reports in order to know which placements generate traffic. It is also worth taking reporting opportunities and details into account.
If your ad campaign has a limited budget, every click counts. Marketers need to evaluate whether Search Partners add enough value to justify having the network active.
Google also warns that the clicks coming from partner sites may not be the most targeted ones.
But this does not mean that you should turn off the network automatically. You have to evaluate the outcome.
However, Search Partners are automatically included in the creation of a Search Network campaign but exclusion is possible via campaign settings.
Follow these steps to update your Google Search Partners settings.
Sign in to your Google Ads account.
Open the Campaigns section.
Select the Search campaign you want to update and open its settings.
Find the Networks section.
Locate the checkbox labelled Include Google search partners.
Check the box to enable partner placements or uncheck it to disable them.
Think about turning off Search Partners in case you find yourself with a campaign that receives poor quality leads, high cost per good lead, and not meeting its objectives via the partner network.
Take into consideration all the data you have, and decide whether the network brings about beneficial conversions. It can help lower traffic levels too.
The most effective way to evaluate how Search Partners affect the performance of your campaign is to analyze performance at the network level rather than use the overall performance of the campaign.
Navigate to Google Ads, click Campaigns and then select the campaign that you wish to analyze.
In the campaign table, find the option to Segment and choose Network (with search partners), if present.
For a more comprehensive placement analysis, Google Ads offers full placement report for Search, Shopping, and App campaigns.
If you run lead generation campaigns, do not focus on the number of form submissions only. Analyze your qualified leads, the calls you get, appointments that you schedule, and sales. Data from CRM systems might come in handy to understand if you receive real business opportunities due to increased traffic.
Compare performance over time, considering such factors as the volume of conversions and shifts in the budget or targeting. In case Search Partners bring you qualified leads at a reasonable price, it might be reasonable to keep them enabled. Otherwise, try disabling them and see the effect.
It all depends on your goals, budget, and the accuracy of your conversion data. There is no universal setting that is suitable for all advertisers.
Campaigns to generate leads: Try Search Partners when your conversion tracking works well enough to understand if inquiries become qualified leads.
Campaigns in eCommerce: Extra partner placements might be useful for attracting buyers; measure sales and conversion values instead of relying only on clicks.
Budget-limited campaigns: Begin with an analysis of the current metrics. When the budget does not allow experimenting, focus on those sources of traffic that prove their worth.
Campaigns with low conversions: Make sure you have checked your keywords, landing page, offer, conversion tracking, and campaign targeting. Low results might be due to various reasons, so don’t blame Search Partners.
They can be tried out when extra reach would benefit your campaign and you have sufficient information on their performance. Maintain them active when they produce significant results in line with the costs involved. Avoid them when there is clear evidence that they are not achieving your objectives.
Apply the following best practices for optimizing your Google Search Partners ads to make good decisions:
Implementing conversion tracking: Track your conversions such as purchases, qualified leads, phone calls, and any other action.
Comparing networks' performance: Compare the performance of Google Search with Search Partners wherever possible.
Measuring impact on the business: Evaluate your lead quality, sales, cost per acquisition, and value of conversions.
Placements review: Conduct placements' review based on placement reports, if available.
Don’t act too quickly: Give yourself enough time to review the performance, but be quick in decision making when problems are obvious.
Always optimize the whole campaign: Optimize your keywords, ads, landing pages, bids, and conversion tracking in addition to network settings.
Optimizing Google Ads campaigns means finding the right balance of reach, relevance, and costs depending on your business needs, not maximizing the number of clicks.
Yes, Google typically enables Search Network Partners automatically for any Search Network campaign that is set up. The option of excluding it can be chosen in the campaign settings.
Yes, it is possible to display ads on partner websites and other supported sites through Google Search Network Partners.
Google says the CTR of ads shown on Google Search Partners websites has no impact on your Quality Score on Google.
Yes. Go to the campaign that uses Search, click “Settings,” then click “Networks.” Unselect “Include Google search partners” and save.
It may help generate leads if it provides you qualified leads at a reasonable cost. Analyze your leads’ quality and sales results before deciding whether or not to keep Google Search Partners on.
Compare your clicks, impressions, CPC, conversions, conversion rate, and cost-per-conversion using network segmentation in Google Ads.
Google Search Partners Network may serve as an effective tool for expanding the coverage of Google Ads campaign, but the extra traffic will matter only in case it brings tangible results to your business.
Remember where your ads could be placed, pay attention to their network-level performance and analyze the quality of the traffic that you receive. Be careful, make sure you have enough data and change the settings of your campaign accordingly.
In general, the success of your Google Ads campaign is not in receiving additional clicks, but in using your budget more effectively.
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