Google’s whole network is divided into two parts: the Google Search Network and the Google Display Network … Within the search network, the traffic and advertisement placements are further broken down into searches on Google’s own search engine and then searches on Search Partners sites. The searches performed on the actual Google search engine produce the SERPs (search engine results pages) that we’re all so used to. This is the meat and bones of any PPC advertiser’s primary campaigns.
The New Year is a great time to dive into some lesser-known Google tactics, and Search Partners definitely fall into this category. In fact if you’re like me, it may have even fallen out of this category, got lost into the unknown world of things marketers don’t bother with, and are now in the category of “things you never knew existed.” Regardless, 2014 is a great time to learn how they work and whether or not they’ll work well for your company.
The Search Partners feature has been around for quite some time, so it’s certainly nothing new. It’s something easy to use, so the question isn’t so much about how to make it happen, but whether or not it’s something that works for you specifically. It’s about understanding what it is, why it matters, and whether or not it’s something that should be brought into your 2014 strategy.
How To Identify Strong Search Partners Ads?
Depending on how liberal Google wants to be with “other pages related to the person’s search,” you really can’t control much of your search partner traffic. Search Partners can refer to search engine pages that decided to use Google’s algorithm for a share of the advertising profits, but the scope of the Search Partner network is actually much broader.
Both internal search results and product pages on sites like eBay, Amazon, Walmart or Target can be part of the network.
So what actually distinguishes a strong Google Search Partner site from a weak one? And how can you improve your search partner performance if you can’t identify which search results page to target in the first place? Well it all depends on the search query itself.
It shouldn’t come as any surprise that we – the masters of applied simplicity (see below) – would propose that it’s all a matter of understanding your audience to the best of your ability.
HOW GOOGLE SEARCH PARTNERS WORK AND THE BENEFITS:
Search Partners is essentially a network of different pages and companies that work with Google to show ads. From Google AdWords you can buy clicks through the Search Partners network, and then your ads will appear on these pages that are a part of the network. Some of these pages include:
Google search sites such as Google Shopping, Maps, Images, and Groups.
Site directory pages.
Search results pages.
Internal search results and product pages on sites like eBay, Amazon, Walmart, Target.