Yes Friends, Google AdWords' Search Partners Includes Parked Domains
April 23, 2009
I’ve been managing PPC campaigns for what seems like a really long time. I work in Google AdWords every day. But you know what? I still learn something new every day. Sometimes this fact is scary. So, there is this nifty little thing called Google AdSense for Parked Domains. It’s a way for domain owners to park their unused domains, aim them at Google’s servers and whalah – earn some cash with AdSense ads. I knew this existed – I’ve even helped clients set up AdSense accounts with the Parked Domains feature. But that’s just it – when I hear AdSense, I think Content Network. Though let it be known that if you are opted into Google’s Search Partners, your ads can and will show up on Parked Domains (and Error Pages, too)!
In a great post at the Apogee Weblog, Richard discusses how this advertising medium blurs the lines between Search advertising and Contextual advertising. I couldn’t agree more. He points out that in one location, Google comes clean on this stating that parked domains “may include certain highlighted words that act as search queries” – this is how these pages show up as part of the Search Partners network.
The upside to all of this is that you have the controls to report on and block Parked Domains and Error Pages if necessary. Go to the Reports tab and choose to run a Placement Performance report. Don’t be fooled by the description: “View performance data for content network sites where your ad has been shown.” This report will also show you which campaigns and ad groups have been serving ads on Parked Domains and Error Pages via Search Partners. Under Advanced Settings – make sure you choose “Ad Distribution” and “Ad Distribution: with search partners”.
This report will give you detailed data on how you’re performing not only with Search Partners at large, but specifically for Parked Domains and Error Pages. Review your performance and determine if your money is being well spent. If you are seeing conversions come through Parked Domains and they fall within your CPA goals – assuming the leads are quality, you’re going to be just fine. But if you find that you’re just throwing money away on unqualified traffic, it’s time to take action and exclude your ads from these pages.
You can exclude Parked Domains and Error Pages at the campaign level. In the new AdWords Beta Interface, you can edit these settings from every ad group (for the campaign as a whole). In the regular interface, find the line that says “Site and Category Exclusions: Edit” within your campaign.
So, let this be a lesson to all AdWords advertisers that you cannot afford to assume that “Search Partners” automatically means visitors from search engines. Google has bent the rules a bit to include Parked Domains and Error Pages, too. Review your reports, determine if these pages are performing for your campaign and take action!
Browse By Category
A Buyer Persona Based Approach to Mapping Your Customer Journey
Explore how a persona-based approach is used to enhance customer experience, improve targeting accuracy, and harness behavioral analytics to their business objectives.
The Rise of The No-Click Search Results
Searching for answers and data has never been easier thanks to the help of search engines. Here we’ll discuss the effect that no-click cost is having on ppc, including the growing popularity of voice search.
Becoming Allies With The Sales Team: A Lead Gen Solution
Collaborating with your client’s sales team can provide a treasure trove of insights. Explore how PPC tactics are utilized to help shorten the sales cycle and improve close rates!
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The Opportunities Tab: AdWords vs Bing, A Friendly Match-Up
Dive into AdWords and Bing opportunities tabs and see how they compare. This includes accessibility, features, and performance insights.
How to Drive Calls that Actually Convert
Our experts are here to explain how gaining call tracking data can help you close the gap in your customer journey and tailor their experience so they actually convert.
New Facebook Analytics Updates from F8
Learn about journeys and automated insights, new tools announced at Facebook's F8 conference for the Facebook Analytics tool.