The Search Partner Problem - Hero Conf 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!

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  • @undefined It's tricky - you can try making the exact search partner query a negative exact in the search campaign and only targeting that in a separate campaign. Alternatively, you could opt out of Search Partners in the main campaign with that keyword, and leave that in a second campaign opted in to both but with a lower bid - I think. It's definitely a tough issue!
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  • Hi, I was at the conference. I have a question regarding your presentation. I understand the problem, but I don't fully understand the solution. I have an account where some terms are converting better on search partners and I want to exclude the regular search. The S.Q. report for the term shows the converting terms to be very close to the KW (phrase match), not the long product string shown in the presentation. Any suggestions on how to exclude reg. search? Thanks. James R. Insight.com
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The Search Partner Problem - Hero Conf 2014

  1. 1. ASK PPC HERO ANYTHING: THE SEARCH PARTNER PROBLEM APRIL 28, 2014 April 28-30, 2014
  2. 2. WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING WRITER @ PPC HERO www.ppchero.com @ecouch11
  3. 3. OVERVIEW WHAT ARE SEARCH PARTNERS BIDDING STRATEGY SEGMENTING SEARCH PARTNERS
  4. 4. AN ANALOGY ACTUAL RESULTS PAGE. SEARCH PARTNERS. @ecouch11
  5. 5. AN ANALOGY JUST LIKE SEARCH PARTNERS. @ecouch11
  6. 6. HOW DO YOU FIGURE? WELL. LET’S TAKE A LOOK. @ecouch11
  7. 7. THE GOOGLE RESULTS PAGE @ecouch11
  8. 8. THE SEARCH NETWORK THIS IS A SEARCH NETWORK AD. ITS METRICS ARE ROLLED IN TO YOUR SEARCH NETWORK METRICS. @ecouch11
  9. 9. THE SEARCH PARTNER… @ecouch11
  10. 10. THE SEARCH PARTNER? @ecouch11
  11. 11. THE SEARCH PARTNER! @ecouch11 RIGHT HERE. …AT THE BOTTOM OF THE PAGE.
  12. 12. THE MYSTERY DEEPENS… HMM… THAT AD LOOKS FAMILIAR. @ecouch11
  13. 13. THE MYSTERY DEEPENS… @ecouch11 GOOGLE RESULTS PAGE AD AMAZON RESULTS PAGE AD
  14. 14. 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
  15. 15. THE MYSTERY RESOLVED IT ALSO HAPPENS TO BE LOCATED AT THE BOTTOM OF THE PAGE. @ecouch11
  16. 16. 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
  17. 17. THE PROBLEM WHEN IT’S ACTUALLY FAR MORE COMPLICATED. @ecouch11
  18. 18. THE PROBLEM SEARCH PARTNERS = TWICE THE IMPRSSIONS, HALF THE CLICKS. A CTR THAT RESEMBLES DISPLAY. @ecouch11
  19. 19. THE PROBLEM BECAUSE IT CAN THROW OFF YOUR BIDDING DECISIONS AT THE KEYWORD LEVEL. @ecouch11 A DIFFERENCE IN AVG. POSITION OF 2.8!
  20. 20. 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
  21. 21. THE QUESTION WHY CAN’T WE JUST TARGET SEARCH PARTNERS ON THEIR OWN? @ecouch11
  22. 22. THE ANSWER YOU CAN… ON BING. (IT’S AN AD GROUP-LEVEL SETTING.) @ecouch11
  23. 23. THE ANSWER @ecouch11 RIGHT HERE.
  24. 24. THE OTHER QUESTION BUT WHAT ABOUT GOOGLE? YOU CAN ONLY OPT OUT OF ADVERTISING WITH SEARCH PARTNERS. YOU CAN’T TARGET THEM SPECIFICALLY. @ecouch11
  25. 25. UNLESS... UNLESS YOU’RE VERY CLEVER. @ecouch11
  26. 26. GO ON, I’M LISTENING… HAVE YOU EVER NOTICED THOSE SUPER-LONG, SUPER- WEIRD QUERIES IN YOUR SEARCH TERM REPORT? @ecouch11
  27. 27. I HAVE! ME TOO! BUT SERIOUSLY. WHO IN THEIR RIGHT MIND WOULD SEARCH FOR THIS: @ecouch11
  28. 28. SURPRISE! THE ANSWER IS THAT THEY DIDN’T. @ecouch11
  29. 29. YOU’RE KIDDING IT’S A SEARCH PARTNER. SPECIFICALLY, A SEARCH PARTNER PRODUCT PAGE. @ecouch11
  30. 30. SPECIFICALLY… @ecouch11 THIS ONE.
  31. 31. DROPPING BOMBS AND THAT “QUERY” SHOWS UP BECAUSE THE PRODUCT PAGE HAS ADS ON IT. @ecouch11
  32. 32. SPECIFICALLY… @ecouch11 RIGHT HERE.
  33. 33. DROPPING MORE BOMBS AT THE BOTTOM OF THE PAGE. AGAIN. @ecouch11
  34. 34. DROPPING MORE BOMBS @ecouch11
  35. 35. 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
  36. 36. THE TAKEAWAY GIVING YOU AN UNCONVENTIONAL WAY TO SEGMENT SEARCH PARTNER TRAFFIC. @ecouch11
  37. 37. WRAP UP WHAT ARE SEARCH PARTNERS BIDDING STRATEGY SEGMENTING SEARCH PARTNERS @ecouch11
  38. 38. WHO ARE YOU? ERIC COUCH SENIOR PPC ACCOUNT MANAGER, HEAD OF TRAINING @HANAPIN MARKETING WRITER @ PPC HERO www.ppchero.com @ecouch11 @ecouch11
  39. 39. THANK YOU! @ecouch11

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