Google Search Partners: Should You Use Them for Your Campaigns?

If you're running a Google Search campaign, you may have noticed an option to enable Google Search Partners in your campaign settings. But what exactly are Search Partners, and how do they impact your ads?

Google Search Partners is a network of search engines and other sites that partner with Google to display your ads beyond Google’s own search results. When you enable this setting, your ads can appear on various other search engines like AOL, as well as niche sites and Google-owned platforms. This extended reach can significantly boost your visibility, but it’s essential to know whether these additional placements align with your campaign goals.

In this article, we’ll explore whether Google Search Partners is worth enabling, especially when it comes to maximizing reach and performance within search campaigns. We'll dive into real-world strategies and decision-making tips to help you determine if Search Partners is the right fit for your ads.

Why Advertisers Are On the Fence: The Pros and Cons of Search Partners

Using Google Search Partners can increase your ad reach, but it comes with potential downsides. Here are some real insights from advertisers navigating this feature:

Pros:

• Extended Reach: Tap into a larger audience by extending beyond Google Search alone.

• Cost-Effective Options: Clicks on Search Partner sites often cost less, which can benefit campaigns looking to stretch a limited budget.

Cons:

• Traffic Quality Concerns: Search Partners don’t always match Google Search traffic in terms of quality, leading to potentially lower engagement rates.

• Performance Challenges: Many advertisers report mixed results, finding that performance on these networks varies widely.

Should You Use Google Search Partners?

The best way to decide is to test and analyze. Here’s a method I use to determine whether Search Partners are worth it for my clients.

1. For eCommerce Campaigns:

   • Run Tests: Start by enabling Search Partners and running a campaign for a few weeks.

   • Segment Analysis: Go to Campaigns > Segment > Network with Search Partners to see if conversions from Search Partners match Google Search quality.

   • Analyze the Data: If the performance lags, consider opting out. But if the results hold up, Search Partners could be worth keeping.

2. For Lead Generation Campaigns:

   • Quality Matters: In lead gen, the quality of leads is often more critical than quantity. Search Partners can bring in low-quality leads that affect the cost-per-lead.

   • Periodic Review: Run a segment analysis and review it every 4-12 weeks. This regular check helps you adjust quickly if Search Partners underperform.

Maximizing the Power of Data: When and How to Opt Out

If you’ve determined that Google Search Partners don’t provide the quality of leads or sales you want, opting out is straightforward. However, regularly checking performance allows you to revisit and re-enable Search Partners when market dynamics change.

Benefits vs. Features of Google Search Partners

When enabled strategically, Google Search Partners extend your reach, potentially lowering costs by exposing your ads to less competitive environments. However, these benefits can vary based on your business model and goals.

• For eCommerce: Search Partners can be a cost-effective way to boost traffic, especially if the quality remains acceptable.

• For Lead Gen: Due to variable lead quality, many lead gen advertisers lean toward focusing solely on Google Search.

The Takeaway: Test, Measure, and Decide

Google Search Partners can provide a valuable edge—if the data supports it. So before you decide, let the metrics guide you. Start with a small test budget, analyze the outcomes, and make adjustments based on real-world performance.

Final Thoughts: Should You Take the Search Partners Plunge?

Ultimately, the choice to use Google Search Partners depends on your goals, budget, and target audience. For some, it’s a cost-effective way to gain more traffic, while for others, it might dilute lead quality. Don’t miss out on potential savings and reach. Test it, review your data, and adjust as needed.