When you’re setting up and running your AdWords campaign, you need to make sure that you are aware of the Google partners search network.
What is this? This is actually a collection of hundreds of websites that use Google’s search function, and they also use Google’s ads.
So, for example, if you go to aol.com right now and perform a search on that site what you will get are Google search results, and you will see AdWords ads. This is an example of the Google search partner network.
Another main site that’s on this network is Google Maps. If you go to maps.google.com and search for a type of business, the ads that you see there those are AdWords ads and those are also part of the Google search partner network.
Obviously, if you have a business that shows up on a map and people will be searching there, you want to make sure that the partner network is enabled.
A lot of the time you don’t want to partner network to be enabled, but really the only way to know this is to test it. So when you’re setting up your campaign you can enable the search partner network or you can disable it – this is in the camping settings.
It’s sometimes good to start out with it disabled, because you will typically see lower click through rates on the search partner network. Then a few weeks or a couple months later, once your quality scores have stabilized, you can add the search partner network in. Once you do this you are going to want to keep an eye on it to see how it performs.
A lot of advertisers will tell you never to advertise in the search partner network, but this simply is bad advice. If you look at the data, a lot of the time you’re going to have better conversion costs on the partner network then you will on the actual Google search network.
So really it’s all about being aware of this network, looking at the data, and making your decision from there whether to keep or disable the search partner network.