Now that you have read about Google Search Network and have implemented it, it is time you consider checking if Google is sharing your ads with its search partners, any other search engine than Google.
It is important to check the data because Google does not inform you on which search engine will partake of your ads; when setting up your campaign, Google automatically includes other search partners in the campaign. So, in addition to displaying your ads on Google, you might be surprised to see them on Ask, AOL, as well as on the Google-owned websites such as Google Maps, YouTube, and Gmail. Google acknowledges having teamed up with these websites to help them improve their search engines. Aside from this cooperation, the search engines also partake of the profit Google makes out of ads.
While these websites, the Google Search Partners, can help marketers reach other people who, instead of doing their research on Google, use these other search engines to surf the internet, they might have a negative impact on your campaign. Because of this, you need to take the time to look at how your marketing is performing on these search partners. Here is how you can check out the performance of your ads:
Use adWords Segment Tool
With adWords offering you this tool, you can use it to split your data to better read how your advertisement is performing both on Google search and on the other search engines—the Google Search Partners. All you need to do is select “Network” with “search partners at both levels, that of Ad Ground and of the Campaign”. If your campaign has underperformed on the search partners, you will see far lower clickthrough rate (CTRs) and click conversion rate, with higher cost per converted click. This indicates that the search partners are having negative impact on your campaign. Though Google guarantees that the ads displayed on Google search partners will not affect the quality of your keyword score—leaving your cost-per-click average unaffected by low CTRs from search partners—experience tells us that low CTRs will put your campaign at stake as it compromises your data.
Download AdWords Data
If you want to fully explore and analyze your advertisement performance as to the search partner sites, you have to download your adWords data into .CSV file by selecting keywords tab at campaign level. With this file open on Excel, you can read all of the data regarding the performance of your campaign on Google search partners. So, unlike the segment tool, this file gives you full information about your ads.
After splitting your data both on the segment tool and on the Excel file to have full understanding of what you could be losing on the Google search partners, you will want to take necessary measures to fix the highlighted problems on both tools.
Fix the Search-Partner Issues
As you analyze and compare the costs surrounding Google ads and those displayed on the Google Search Partners, you can see a big difference: unlike the Google Search Partners, Google ads have more CTRs, more conversion rates, and more cost per click (CPC). Most clearly, Google wins here. At times, Google also takes a step to reduce the CPC rate to meet the needs of its paid search marketers, which is good news. However, when you analyze your keyword data through Excel, you can see that Google has some limitations: Google will not let you bid for certain keywords on Google search; Neither will it let you create campaigns geared toward the search partners. So, you need to be careful as you consider excluding some campaigns either from the Google Search Network or from the Google Search Partners, because you might have some keywords generating more profit thanks to their positive CTRs. Here is how you do this:
- Pause active search-partner campaigns that are not performing as they should;
- Add those keywords to the search network-only campaign, which does not include Google;
- Keep the keywords that are performing well on the search partner campaigns.
This way, you can be on the winning side: as you pause those keywords with lower CTRs and conversion rate and move them to the other search network, you are reverting the situation; keeping those keywords with more CTRs and conversion rates will ensure you continue earning your revenue.
Exclude Search Partners
If you are creating campaigns, you must learn how to exclude Google Search Partners from interfering in your campaign; after all, Google adds them by default. You must be able to choose whether to include them or to leave them out. If so, all you need to do is un-tick the option on the set up screen. If you have gone past the set up screen or you have already set up your campaign but would like to exclude them from your advertisement, you can still un-tick the option under the campaign settings. Remember that un-checking this option removes every possibility of benefiting from Google search partners. So, whether you un-check the option or not, it all depends on your objective in your Google marketing.
As explained above, understanding Google Search Partner Data is critical to improving your marketing effectiveness; neglecting such data can have repercussions on your brand’s revenue. So, take the time and implement the pointers expounded on this article. Then, watch how much you earn by using Google Search Network either with or without its Search Partners.