How To Identify and Target Google’s Search Partners

Search Partners: Google’s Definition

Where will my ads appear?

“Your ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages.”

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6119

Search Partners: Common Examples

search.aol.com search.earthlink.net

Search Partners: The “Expanded” List

• Walmart• Target• eBay• Amazon• CSN Stores (over 250

specialized online stores)• Hayneedle Stores (over 200

specialty stores)

• 100’s more?Photo credit: http://www.flickr.com/photos/tripphotogallery/4059486159/

Search Partners: What’s The Problem?

• NO Transparency• NO Control• NO Targeting• NO Exclusions

= All or NothingPhoto credit: http://www.flickr.com/photos/sbfisher/2275277312/

3 Step Solution

1. Identify Search Partners

2. Target Search Partners

3. Monitor Performance & Make Adjustments

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Minimum Requirements

1. Aged Campaigns2. Opted into Search

Partner Network3. Broad Matched

Keywords

Photo credit: http://www.flickr.com/photos/damiaosantana/3279245500/

STEP 1: Identifying Search Partners

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STEP 1:Identify Search Partners

A. Run a search query report

B. Locate long-tail, high impression keywords with non-human characteristics

C. Google the terms and review the SERPs

D. Review sites and verify ad placements

STEP 1:Identify Search Partners

“electronics gps & navigation auto gps units garmin”

A. Run a search query report

B. Locate long-tail, high impression keywords with non-human characteristics

C. Google the terms and review the SERPs

D. Review sites and verify ad placements

STEP 1:Identify Search Partners

A. Run a search query report

B. Locate long-tail, high impression keywords with non-human characteristics

C. Google the terms and review the SERPs

D. Review sites and verify ad placements

STEP 1:Identify Search Partners

A. Run a search query report

B. Locate long-tail, high impression keywords with non-human characteristics

C. Google the terms and review the SERPs

D. Review sites and verify ad placements

STEP 2: Targeting Search Partners

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STEP 2:Targeting Search Partners

A. Create a new search network campaign

B. Create separate ad groups for each partner placement

C. Add keywords using phrase and exact match only

STEP 2:Targeting Search Partners

Ad Group #1 = Walmart

Ad Group #2 = Target

Ad Group #3 = eBay

A. Create a new search network campaign

B. Create separate ad groups for each partner placement

C. Add keywords using phrase and exact match only

STEP 2:Targeting Search Partners

A. Create a new search network campaign

B. Create separate ad groups for each partner placement

C. Add keywords using phrase and exact match only

STEP 3: Monitor & AdjustPh

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STEP 3:Monitor & Adjust

A. Monitor campaign performance

B. Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements

C. Manage as you would a site-targeted content network campaign

STEP 3:Monitor & Adjust

A. Monitor campaign performance

B. Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements

C. Manage as you would a site-targeted content network campaign

STEP 3:Monitor & Adjust

A. Monitor campaign performance

B. Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements

C. Manage as you would a site-targeted content network campaign

Photo credit: http://www.flickr.com/photos/andrew_nielsen/4453152488/

How Does It Work?

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Secret Sauce: Breadcrumb (navigation)

Electronics > GPS & Navigation > Auto GPS Units > Garmin

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Search Partner Problems: Current

NO TransparencyNO ControlNO TargetingNO Exclusions

= All or Nothing

Search Partner Problems: Solved*

NO TransparencyNO ControlNO TargetingNO Exclusions

= Better Results

*Proceed With Caution

• Not Perfect• Hit or Miss• Selective Targeting• Quality Scores• Ad Approval• Results May Vary

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Photo credit: http://www.flickr.com/photos/stuckincustoms/2380543038/

Thanks!

Aaron PutnamVP at Keyword Search Pros, Inc.aaron@keywordsearchpros.comwww.keywordsearchpros.comwww.keywordsearchpros.com/blog/

@aaronputnam

Photo credit: http://www.flickr.com/photos/splorp/64027565/