The most recent addition to the Google AdWords distribution is the Search Partner Network. AdWords ads have appeared on these sites for a while but advertisers were not given the option to choose this distribution. Now, you can opt-in or opt-out of this network distribution. And AdWords just inserted additional report features that will help better monitor/manage your performance in the Search Partner Network.
As Google AdWords matures they continue to add on features and reporting that will help you improve and optimize your PPC campaign. Until recently, you could only view your Search Partner Network performance within the AdWords interface. You can still view your performance for each distribution network quickly within the AdWords interface. To do this, you can just choose the “customize columns” option within the AdWords interface:
When you choose this option you can parse out your search/search network/content network performance. Your information will be displayed as such:
This information is crucial when managing a successful PPC campaign. Your performance will differ within each distribution network. You need to monitor and manage each distribution channel within every campaign and ad group in order to make sure that you are focusing on what works best for each area of your campaign.
Until recently, you could not view your Search Partner Network stats within any AdWords reports. You had to view this information through the interface (as we see above). Recently, AdWords added the option to separate your Search Partner performance within the reporting functions. Here is a quick screen shot:
You can view your Search Partner Network distribution within these reports:
- Account performance
- Campaign performance
- Ad group performance
- URL performance
- Ad performance
- Placement/Keyword performance
Measuring results is one of the most crucial tactics of search marketing. And this is another tool that will help you further optimize your Google AdWords campaign. Now, go run those reports and take action!
     | do some of that social network stuff. |
Since you can now break those all down, do you leave all that in the same campaign for high-traffic customers or do you typically break them out into different campaigns so you can control the bid for each type (e.g. 4 cpc for g search, 1.50 for search partners, .75 fo rcontent)?
Can you control your bidding for Search Partners separately from Google Search?
@Kara – Yeah the annoying thing here is that, unless I’m missing something, you can’t run a search network only campaign. Your only recourse is to run a “Google.com only” campaign (turn the search network off) if you see the search network isn’t performing.
I’ve seen search network statistics vary pretty wildly, which makes sense since a search on YouTube et al is fundamentally different from a search on Google.com…Also I believe they have to use a more aggressive matching algorithm on the search network (http://www.webmasterworld.com/forum81/7836.htm) and generally speaking I value search network clicks less highly than Google.com clicks so obviously it would be great to be able to break them out into different campaigns. This would be number two on my AdWords wish list (behind being able to opt out of “expanded broad match”).
I just spent a very frustrating hour with two Google reps who were certain I could create “search partner” only campaigns – when this is not possible.
Surprisingly, my ads convert MUCH higher for the search partners than regular Google search. Any thoughts on how I can modify bids so that the search partner group gets a higher percentage of my clicks.
Thanks.
@Matt: No, you can not set separate bids for the search partner network. It wouldn’t surprise this happens eventually (like setting a content bid perhaps). But you can’t right now.
@Dan: You are correct, you can’t create search partner only campaigns right now. That would be extremely helpful but it’s not available. Perhaps in the future.
The result from the reporting breakout I get on search partners raises many questions.
In general, search partners seem to convert well. (I am ok with this)
search partner CTR is much lower than my google CTR, but the average ad position is higher.
example.
Goggle
CTR Impr. Avg Pos.
2.4% 150 5
Search Partner
.38% 3,000 3.5
But still, in the end, search partners conversion cost is about half what googles conversion cost is.
Yea… I am trying to figure this out to… I would love to be able to create a SP only campaign. I guess it’s not possible right now? That stinks. I bet google hasn’t done this b/c they know so many people will opt to create SP only campaigns and they could lose big $$$ that way! lol. damnit.