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How do ads shown on search partners differ to those shown on Google search?

Google Employee
# 1
Google Employee

We have had a few questions on the phone recently about how the performance of ads on the search network differ to those that appear on search partners. Niamh from our Dublin office has got the answer for us!

 

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Marked as Best Answer.
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Accepted by topic author Hannah
September 2015

Re: How do ads shown on search partners differ to those shown on Googl

[ Edited ]
Google Employee
# 2
Google Employee

Hi Hannah,

Great question!

The performance of ads on search partners is largely the same as those that appear on Google search. I’ve broken my answer down into the main areas that advertisers focus on when setting up a campaign:

1. Location targeting: We make every attempt to target ads as accurately as possible. For search partners, this is partly based on the information that they send us along with the search query. In some cases, the partner will also send a country, city, or IP address which we can then use to determine which ads to show for that query.

2. Keyword matching options: Keyword matching options work on search partners exactly as they do on Google.

3. CTR & Conversion rate: It's normal to find that your click-through rate (CTR) and conversion rate on search partners are different on search partners to what you see on Google search. Performance will vary per search partner due to a number of factors, including the page layout. Note that CTR on search partners doesn't influence your Quality Score, cost-per-clicks (CPCs), or ad position on Google. In addition, our smart pricing feature may automatically lower your bid on a search partner if our data shows that a click on this page is less likely to turn into an actionable business result - such as an online sale, registration, phone call, or newsletter sign-up.

Finally, bear in mind that our search partners are reviewed and monitored according to Google's rigorous standards, so your AdWords ads appear on high-quality sites and products. You can review your search partners performance at a high level within your Campaigns or Ad Groups tabs by adding a segment of Network (with search partners). You can do the same in the Keywords tab to see more detailed performance results at that level.

Let us know if you have any questions about this.

Niamh

View solution in original post

Marked as Best Answer.
Solution
Accepted by topic author Hannah
September 2015

Re: How do ads shown on search partners differ to those shown on Googl

[ Edited ]
Google Employee
# 2
Google Employee

Hi Hannah,

Great question!

The performance of ads on search partners is largely the same as those that appear on Google search. I’ve broken my answer down into the main areas that advertisers focus on when setting up a campaign:

1. Location targeting: We make every attempt to target ads as accurately as possible. For search partners, this is partly based on the information that they send us along with the search query. In some cases, the partner will also send a country, city, or IP address which we can then use to determine which ads to show for that query.

2. Keyword matching options: Keyword matching options work on search partners exactly as they do on Google.

3. CTR & Conversion rate: It's normal to find that your click-through rate (CTR) and conversion rate on search partners are different on search partners to what you see on Google search. Performance will vary per search partner due to a number of factors, including the page layout. Note that CTR on search partners doesn't influence your Quality Score, cost-per-clicks (CPCs), or ad position on Google. In addition, our smart pricing feature may automatically lower your bid on a search partner if our data shows that a click on this page is less likely to turn into an actionable business result - such as an online sale, registration, phone call, or newsletter sign-up.

Finally, bear in mind that our search partners are reviewed and monitored according to Google's rigorous standards, so your AdWords ads appear on high-quality sites and products. You can review your search partners performance at a high level within your Campaigns or Ad Groups tabs by adding a segment of Network (with search partners). You can do the same in the Keywords tab to see more detailed performance results at that level.

Let us know if you have any questions about this.

Niamh