Google Ads Search Partners are a network of websites that Google partners with to show ads outside of Google’s own search results. This network allows your ads to reach audiences on other sites and platforms, expanding your reach beyond the traditional Google Search.
The Search Partner network includes:
Other Search Engines: Such as Ask.com, AOL, and smaller niche search engines that display Google Ads results.
Google-Owned Properties: Certain parts of YouTube and Google Maps can display Search Partner ads.
Directories, Portals, and Comparison Sites: Business directories, shopping comparison sites, and other platforms with search functions, where ads can reach users exploring topics relevant to your keywords.
In short, Search Partners offer a way to extend your reach without having to create new campaigns or adjust your budget. You’re simply opting to show your ads on additional sites where users are searching, providing more potential touchpoints with your audience.
How Do Google Ads Search Partners Work?
Running ads across Google Search Partners is an option available only for the search or traditional shopping campaigns. Search partner ads work in much the same way as Google Search ads—they’re triggered by searches that match your targeted keywords. If a user performs a search on one of these partner sites, your ad may appear alongside the search results if Google’s algorithm deems it relevant.
Google automatically chooses which partner sites to show your ads on, based on relevance and your campaign’s targeting.
You don’t need to allocate extra budget or set unique bids. Costs are calculated the same way as Google Search ads, typically on a CPC (cost-per-click) or CPM (cost-per-thousand impressions) basis, and your campaign budget is shared across both Google Search and Search Partners.
Pros of Using Google Ads Search Partners
Including Search Partners in your campaigns can lead to more exposure and potentially better ROI. Here are some of the key benefits:
1. Expanded Reach
The biggest benefit of Search Partners is reaching more people. Since these ads go beyond Google’s main search results, they allow your business to appear on a broader range of sites, meaning more eyes on your brand and potentially more clicks.
2. Lower Cost Per Click (CPC)
Search Partner clicks are often less expensive than Google Search clicks. Since there’s typically less competition for placements on partner sites, you may see a lower average cost-per-click (CPC) while still reaching a relevant audience.
3. Access to Niche Audiences
Certain industries or products may perform particularly well on specific Search Partner sites. For example, a business selling consumer electronics might benefit from appearing on shopping comparison sites that are part of the Search Partner network, where users are often actively comparing products and prices.
4. No Extra Work Required
Enabling Search Partners requires no additional setup or management. Google automatically includes partner sites based on your campaign’s targeting and search intent, so it’s a “set it and forget it” way to expand your ad reach.
Cons of Using Google Ads Search Partners
While Search Partners can be advantageous, there are some potential downsides to consider:
1. Limited Placement Control
Unlike with Display Network ads, you can’t choose which partner sites to include or exclude in Search Partners. This lack of control can be a drawback if you have specific sites or platforms you prefer to target or avoid.
Another limitation is that you CAN include or exclude search partners in a search campaign but you CANNOT run a search campaign targeting only the search partners.
2. Lower Conversion Rates on Some Sites
While Google’s main search results often attract users closer to a purchasing decision, intent on partner sites can vary widely. Users may be in more of a “browsing” mode than an “intent to buy” mode, resulting in a potentially lower conversion rate than on Google Search itself.
3. Lack of Granular Performance Data
Google doesn’t provide performance insights on individual Search Partner sites. Google groups the data under “Search Partners,” so if you notice lower performance in your reports, it may be difficult to determine exactly where the problem lies.
How to Enable or Disable Search Partners in Your Google Ads Campaign
Follow these steps to enable/disable search partners.
1. Click on Campaign Settings in Google ads.
2. Click on the ‘Networks’ section.
3. Check or uncheck the box for “Include Google search partners” to enable or disable Search Partners.
You can adjust this setting anytime to experiment with or turn off Search Partners if they’re not performing as expected.
How to Track and Analyse Search Partner Performance
To see how your ads are performing across Search Partners, Google Ads lets you view results specifically for Google Search and Search Partners. Here’s how to do it:
1. Click on Campaigns to see your Google Ads Campaigns Dashboard.
2. Click on “Segment” at the top of the data table and choose “Network (with search partners).”
3. Now you can view performance metrics, such as click-through rate (CTR), CPC, and conversion rate, separately for Google Search and Search Partners. This segmented data will give you an overview of how Search Partners are impacting your overall performance.
In the above image, you can see a sample performance data from one of our campaigns between Google Search and Search Partners traffic. You can see that the CPC on the Search Partners is a lot lower compared to Google Search due to less competition on Search Partners. One good thing about Search Partners is that they generate a lot of impressions due to the wider reach – you can see in the above image that the impressions for Search Partners are almost similar to that of Google Search however Search Partners have generated less than 600 clicks compared to Google Search and no conversions. This is because people on the Search Partners have less intent to buy and this often reflects in lower CTR and lower conversion rates.
The data may vary between different campaigns and accounts but it is common for search partners to have a lower CTR, CPC and conversion rate compared to Google Search. You should are compare conversion rates, CPC, and click-through rates between Google Search and Search Partners for your account and if Search Partners are performing well, keep them enabled. If the results aren’t as strong, you may want to focus on Google Search only and exclude the search partners.
Should You Use Google Ads Search Partners?
Whether or not to use Search Partners largely depends on your specific campaign goals, audience targeting, and budget.
We recommend that all of our clients test out using search partners on the majority of their campaigsn and then let the data determine whether to continue or not. In over 50% of cases the Search Partner network performs at a similar cost per conversion as Google search. Mainly due to the lower cost per click.
Here are some scenarios to help guide your decision:
You Want Extra Reach Without Additional Budget: Search Partners can be helpful if you’re looking to stretch your budget further and don’t have the resources to manage separate campaigns on additional platforms.
You’re Targeting Niche Audiences or Specialised Products: If your product or service is highly specialised or has niche appeal, showing up on comparison shopping sites or directories within the Search Partner network might get you in front of users already comparing or researching similar products.
You’re Open to Testing: If you’re experimenting with a new campaign or product line, enabling Search Partners can help gauge interest and identify new audience segments.
Google Ads Search Partners offer a low-maintenance way to expand your reach and potentially capture new customers. While they may not always deliver the same level of intent as Google’s main search results, they can be a helpful addition to your campaign if you’re looking to get more clicks without a major increase in budget.
Ultimately, testing is key. Try enabling Search Partners, analyse your results, and decide if they’re helping you reach your business goals. As with most things in digital marketing, data-driven decisions are always the best way forward!
