The Search Partner Problem - Hero Conf 2014
39
ASK PPC HERO ANYTHING: THE SEARCH PARTNER PROBLEM APRIL 28, 2014 April 28-30, 2014
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PPC Hero's Eric Couch shares the answer to one of AdWords' hidden secrets: just how broad is the Google Search Partner Network? How much of your traffic comes from these hidden sources, and are they actually valuable? A must-know topic for any SEM professional - learn what you can do to take advantage of this new-found information!
Transcript of The Search Partner Problem - Hero Conf 2014
ASK PPC HERO ANYTHING:THE SEARCH PARTNER PROBLEM
APRIL 28, 2014
April 28-30, 2014
WHO ARE YOU?
ERIC COUCHSENIOR PPC ACCOUNT MANAGER,HEAD OF TRAINING@HANAPIN MARKETINGWRITER @ PPC HEROwww.ppchero.com
@ecouch11
OVERVIEW
WHAT ARE SEARCH PARTNERS
BIDDING STRATEGY
SEGMENTING SEARCH PARTNERS
AN ANALOGY
ACTUAL RESULTS PAGE.
SEARCH PARTNERS.@ecouch11
AN ANALOGY
JUST LIKE SEARCH PARTNERS.
@ecouch11
HOW DO YOU FIGURE?
WELL.
LET’S TAKE A LOOK.
@ecouch11
THE GOOGLE RESULTS PAGE
@ecouch11
THE SEARCH NETWORK
THIS IS A SEARCH NETWORK AD.
ITS METRICS ARE ROLLED IN TO YOUR SEARCH NETWORK METRICS.
@ecouch11
THE SEARCH PARTNER…
@ecouch11
THE SEARCH PARTNER?
@ecouch11
THE SEARCH PARTNER!
@ecouch11
RIGHT HERE.
…AT THE BOTTOM OF THE PAGE.
THE MYSTERY DEEPENS…
HMM…
THAT AD LOOKS FAMILIAR.
@ecouch11
THE MYSTERY DEEPENS…
@ecouch11
GOOGLE RESULTS PAGE AD
AMAZON RESULTS PAGE AD
THE MYSTERY DEEPENS…
THAT AMAZON AD IS ALSO CONSIDERED A SEARCH NETWORK AD.
ITS METRICS ARE ALSO ROLLED IN TO YOUR SEARCH NETWORK METRICS.
@ecouch11
THE MYSTERY RESOLVED
IT ALSO HAPPENS TO BE LOCATED AT THE BOTTOM OF THE PAGE.
@ecouch11
THE PROBLEM
FROM A HIGH-LEVEL VIEW, THIS MUDDIES YOUR SEARCH NETWORK METRICS.
FOR INSTANCE, YOU MIGHT ACCIDENTALLY THINK YOUR AVERAGE POSITION IS 1.5…
@ecouch11
THE PROBLEM
WHEN IT’S ACTUALLY FAR MORE COMPLICATED.
@ecouch11
THE PROBLEM
SEARCH PARTNERS = TWICE THE IMPRSSIONS, HALF THE CLICKS.
A CTR THAT RESEMBLES DISPLAY.
@ecouch11
THE PROBLEM
BECAUSE IT CAN THROW OFF YOUR BIDDING DECISIONS AT THE KEYWORD LEVEL.
@ecouch11
A DIFFERENCE IN AVG. POSITION OF 2.8!
SO WHAT CAN WE DO?
WE CAN SPLIT OUT GOOGLE SEARCH VS. SEARCH PARTNER AVERAGE POSITION.
YOU CAN DO THIS WITH THE “SEGMENT” BUTTON WHEN PERFORMING BIDS.
@ecouch11
THE QUESTION
WHY CAN’T WE JUST TARGET SEARCH PARTNERS ON THEIR OWN?
@ecouch11
THE ANSWER
YOU CAN…
ON BING.
(IT’S AN AD GROUP-LEVEL SETTING.)
@ecouch11
THE ANSWER
@ecouch11
RIGHT HERE.
THE OTHER QUESTION
BUT WHAT ABOUT GOOGLE?
YOU CAN ONLY OPT OUT OF ADVERTISING WITH SEARCH PARTNERS.
YOU CAN’T TARGET THEM SPECIFICALLY.
@ecouch11
UNLESS...
UNLESS YOU’RE VERY CLEVER.
@ecouch11
GO ON, I’M LISTENING…
HAVE YOU EVER NOTICED THOSE SUPER-LONG, SUPER-WEIRD QUERIES IN YOUR SEARCH TERM REPORT?
@ecouch11
I HAVE!
ME TOO!
BUT SERIOUSLY. WHO IN THEIR RIGHT MIND WOULD SEARCH FOR THIS:
@ecouch11
SURPRISE!
THE ANSWER IS THAT THEY DIDN’T.
@ecouch11
YOU’RE KIDDING
IT’S A SEARCH PARTNER.
SPECIFICALLY, A SEARCH PARTNER PRODUCT PAGE.
@ecouch11
SPECIFICALLY…
@ecouch11
THIS ONE.
DROPPING BOMBS
AND THAT “QUERY” SHOWS UP BECAUSE THE PRODUCT PAGE HAS ADS ON IT.
@ecouch11
SPECIFICALLY…
@ecouch11
RIGHT HERE.
DROPPING MORE BOMBS
AT THE BOTTOM OF THE PAGE.
AGAIN.
@ecouch11
DROPPING MORE BOMBS
@ecouch11
THE TAKEAWAY
YOU CAN ADD THOSE KEYWORDS IN AS NEGATIVES TO EXCLUDE THAT TRAFFIC.
YOU CAN ALSO ADD THEM IN AS EXACT MATCH TO TARGET THEM SPECIFICALLY.
@ecouch11
THE TAKEAWAY
GIVING YOU AN UNCONVENTIONAL WAY TO SEGMENT SEARCH PARTNER TRAFFIC.
@ecouch11
WRAP UP
WHAT ARE SEARCH PARTNERS
BIDDING STRATEGY
SEGMENTING SEARCH PARTNERS
@ecouch11
WHO ARE YOU?
ERIC COUCHSENIOR PPC ACCOUNT MANAGER,HEAD OF TRAINING@HANAPIN MARKETINGWRITER @ PPC HEROwww.ppchero.com
@ecouch11
@ecouch11
THANK YOU!
@ecouch11
