Post on 01-Nov-2014
description
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
http:
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.flic
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s/al
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/364
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181/
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/