Google Search Partners: What are they and how can you optimise?

Estimated Reading Time 3 minutes

Google defines Search Partners as allowing your ads to appear on their Search Partners including search results pages, site directories and other pages related to the person’s search.

Most people would assume that this means other search engines which use the Google’s algorithm, but unfortunately this isn’t true. There are a whole range of sites your ads can appear on including ebay, amazon, walmart and so on.

Search Partners optimisation and reporting options are limited, a big frustration of mine along with not being able to implement a tablet bid strategy.

Search Partners has it’s benefits but also its negatives. Cost per Click (CPC) tend to be slightly cheaper however Click Through Rate (CTR) is generally lower, and in many cases can drag your overall CTR down significantly. On AdWords you only really get top line reports so here’s a couple to look out for:

To see if search partners is even on: Go to campaign settings-> Networks-> Edit

Google Search Networks

Top Line Report: Go to any tab from Campaigns to Keywords-> Click Segment-> Click Network (with search partners)

This will then allow a break out of what tab you’re in and see data for search partners compared to Google.

Search Query on Search Partners: Go to Keywords tab-> Search Terms-> Segment -> Network (with search partners)

When looking at your search term reports, did you ever get some weird long strong queries which you wonder who on earth searches something so specific? e.g.

This is from search partners. When your ad appears on Gumtree or Ebay for example AdWords needs to get a search term from somewhere, this may be the URL string of the search or the actual product name.

That’s pretty much all you get, which is limited, but it’s enough to get your hands dirty and make educated decision on the benefit for your business.

Jenny Farnfield
Jenny Farnfield graduated from Southampton Solent University with a 2:1 Degree in Advertising, and brings extensive commercial, digital and marketing acumen to the team at Digital Clarity. Jenny has been recognised by both UK Search Awards and the Ecommerce Awards. Jenny is also IDM certified, and utilises a rigorous, granular approach to digital marketing. With over 6 years’ experience, Jenny digs deep to find solutions and uses an immersive approach in her accounts, turning numbers and data into actionable solutions for her clients.