How To Identify and Target Google's Search Partners

How To Identify and Target Google’s Search Partners

Search Partners: Google’sDefinition
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: CommonExamples
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’sThe Problem?
NO Transparency
NO Control
NO Targeting
NO Exclusions
= All or Nothing
Photo credit: http://www.flickr.com/photos/sbfisher/2275277312/

3 Step Solution
Identify Search Partners
Target Search Partners
Monitor Performance & Make Adjustments
Photo credit: http://www.flickr.com/photos/eklektikos/2541408630/

Minimum Requirements
Aged Campaigns
Opted into Search Partner Network
Broad Matched Keywords
Photo credit: http://www.flickr.com/photos/damiaosantana/3279245500/

STEP 1: Identifying Search Partners
Photo credit: http://www.flickr.com/photos/gerlos/3119891607/

STEP 1:Identify Search Partners
Run a search query report
Locate long-tail, high impression keywords with non-human characteristics
Google the terms and review the SERPs
Review sites and verify ad placements

“electronics gps & navigation auto gps units garmin”

STEP 2: Targeting Search Partners
Photo credit: http://www.flickr.com/photos/bogdansuditu/2377844553/

STEP 2:Targeting Search Partners
Create a new search network campaign
Create separate ad groups for each partner placement
Add keywords using phrase and exact match only

Ad Group #1 = Walmart
Ad Group #2 = Target
Ad Group #3 = eBay

STEP 3: Monitor & Adjust
Photo credit: http://www.flickr.com/photos/fensterbme/99108769/

STEP 3:Monitor & Adjust
Monitor campaign performance
Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements
Manage as you would a site-targeted content network campaign

STEP 3:Monitor & Adjust
Monitor campaign performance
Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements
Manage as you would a site-targeted content network campaign
Photo credit: http://www.flickr.com/photos/andrew_nielsen/4453152488/

How Does It Work?
Photo credit: http://www.flickr.com/photos/cverdier/4321365261/

Secret Sauce: Breadcrumb (navigation)
http://www.flickr.com/photos/alicerosen/3640222181/
Electronics > GPS & Navigation > Auto GPS Units > Garmin

Search Partner Problems: Current
NO Transparency
NO Control
NO Targeting
NO Exclusions
= All or Nothing

Search Partner Problems: Solved*
NO Transparency
NO Control
NO Targeting
NO Exclusions
= Better Results

*Proceed With Caution
Not Perfect
Hit or Miss
Selective Targeting
Quality Scores
Ad Approval
Results May Vary
Photo credit: http://www.flickr.com/photos/zippy/22748510/

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

Thanks!
Aaron Putnam
VP at Keyword Search Pros, Inc.
aaron@keywordsearchpros.com
www.keywordsearchpros.com
www.keywordsearchpros.com/blog/
@aaronputnam
Photo credit: http://www.flickr.com/photos/splorp/64027565/

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How To Identify and Target Google's Search Partners

by Keyword Search Pros on Jun 09, 2010

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How To Identify and Target Google’s Search Partners — Presentation Transcript