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How To Identify and Target Google’s Search Partners<br />
Search Partners: Google’sDefinition<br />Where will my ads appear?<br />“Your ads may appear alongside or above search res...
Search Partners: CommonExamples<br />search.aol.com<br />search.earthlink.net<br />
Search Partners: The “Expanded” List<br />Walmart<br />Target<br />eBay<br />Amazon<br />CSN Stores (over 250 specialized ...
Search Partners: What’sThe Problem?<br />NO Transparency<br />NO Control<br />NO Targeting<br />NO Exclusions<br />= All o...
3 Step Solution<br />Identify Search Partners<br />Target Search Partners<br />Monitor Performance & Make Adjustments<br /...
Minimum Requirements<br />Aged Campaigns<br />Opted into Search Partner Network<br />Broad Matched Keywords<br />Photo cre...
STEP 1: Identifying Search Partners<br />Photo credit: http://www.flickr.com/photos/gerlos/3119891607/<br />
STEP 1:Identify Search Partners<br />Run a search query report<br />Locate long-tail, high impression keywords with non-hu...
STEP 1:Identify Search Partners<br />“electronics gps & navigation auto gps units garmin”<br />Run a search query report<b...
STEP 1:Identify Search Partners<br />Run a search query report<br />Locate long-tail, high impression keywords with non-hu...
STEP 1:Identify Search Partners<br />Run a search query report<br />Locate long-tail, high impression keywords with non-hu...
STEP 2: Targeting Search Partners<br />Photo credit: http://www.flickr.com/photos/bogdansuditu/2377844553/<br />
STEP 2:Targeting Search Partners<br />Create a new search network campaign<br />Create separate ad groups for each partner...
STEP 2:Targeting Search Partners<br />Ad Group #1 = Walmart<br />Ad Group #2 = Target<br />Ad Group #3 = eBay<br />Create ...
STEP 2:Targeting Search Partners<br />Create a new search network campaign<br />Create separate ad groups for each partner...
STEP 3: Monitor & Adjust<br />Photo credit: http://www.flickr.com/photos/fensterbme/99108769/<br />
STEP 3:Monitor & Adjust<br />Monitor campaign performance<br />Adjust ad group max CPC or keyword level bids to control ad...
STEP 3:Monitor & Adjust<br />Monitor campaign performance<br />Adjust ad group max CPC or keyword level bids to control ad...
STEP 3:Monitor & Adjust<br />Monitor campaign performance<br />Adjust ad group max CPC or keyword level bids to control ad...
How Does It Work?<br />Photo credit: http://www.flickr.com/photos/cverdier/4321365261/<br />
Secret Sauce: Breadcrumb (navigation)<br />http://www.flickr.com/photos/alicerosen/3640222181/<br />Electronics > GPS & Na...
Search Partner Problems: Current<br />NO Transparency<br />NO Control<br />NO Targeting<br />NO Exclusions<br />= All or N...
Search Partner Problems: Solved*<br />NO Transparency<br />NO Control<br />NO Targeting<br />NO Exclusions<br />= Better R...
*Proceed With Caution<br />Not Perfect<br />Hit or Miss<br />Selective Targeting<br />Quality Scores<br />Ad Approval<br /...
Photo credit: http://www.flickr.com/photos/stuckincustoms/2380543038/<br />
Thanks!<br />Aaron Putnam<br />VP at Keyword Search Pros, Inc.<br />aaron@keywordsearchpros.com<br />www.keywordsearchpros...
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How To Identify and Target Google's Search Partners

How To Identify and Target Google's Search Partners presented at SMX Advanced in Seattle, WA 2010.

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How To Identify and Target Google's Search Partners

  1. 1. How To Identify and Target Google’s Search Partners<br />
  2. 2. Search Partners: Google’sDefinition<br />Where will my ads appear?<br />“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.”<br />http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6119<br />
  3. 3. Search Partners: CommonExamples<br />search.aol.com<br />search.earthlink.net<br />
  4. 4. Search Partners: The “Expanded” List<br />Walmart<br />Target<br />eBay<br />Amazon<br />CSN Stores (over 250 specialized online stores)<br />Hayneedle Stores (over 200 specialty stores)<br />100’s more?<br />Photo credit: http://www.flickr.com/photos/tripphotogallery/4059486159/<br />
  5. 5. Search Partners: What’sThe Problem?<br />NO Transparency<br />NO Control<br />NO Targeting<br />NO Exclusions<br />= All or Nothing<br />Photo credit: http://www.flickr.com/photos/sbfisher/2275277312/<br />
  6. 6. 3 Step Solution<br />Identify Search Partners<br />Target Search Partners<br />Monitor Performance & Make Adjustments<br />Photo credit: http://www.flickr.com/photos/eklektikos/2541408630/<br />
  7. 7. Minimum Requirements<br />Aged Campaigns<br />Opted into Search Partner Network<br />Broad Matched Keywords<br />Photo credit: http://www.flickr.com/photos/damiaosantana/3279245500/<br />
  8. 8. STEP 1: Identifying Search Partners<br />Photo credit: http://www.flickr.com/photos/gerlos/3119891607/<br />
  9. 9. STEP 1:Identify Search Partners<br />Run a search query report<br />Locate long-tail, high impression keywords with non-human characteristics<br />Google the terms and review the SERPs<br />Review sites and verify ad placements<br />
  10. 10. STEP 1:Identify Search Partners<br />“electronics gps & navigation auto gps units garmin”<br />Run a search query report<br />Locate long-tail, high impression keywords with non-human characteristics<br />Google the terms and review the SERPs<br />Review sites and verify ad placements<br />
  11. 11. STEP 1:Identify Search Partners<br />Run a search query report<br />Locate long-tail, high impression keywords with non-human characteristics<br />Google the terms and review the SERPs<br />Review sites and verify ad placements<br />
  12. 12. STEP 1:Identify Search Partners<br />Run a search query report<br />Locate long-tail, high impression keywords with non-human characteristics<br />Google the terms and review the SERPs<br />Review sites and verify ad placements<br />
  13. 13. STEP 2: Targeting Search Partners<br />Photo credit: http://www.flickr.com/photos/bogdansuditu/2377844553/<br />
  14. 14. STEP 2:Targeting Search Partners<br />Create a new search network campaign<br />Create separate ad groups for each partner placement<br />Add keywords using phrase and exact match only<br />
  15. 15. STEP 2:Targeting Search Partners<br />Ad Group #1 = Walmart<br />Ad Group #2 = Target<br />Ad Group #3 = eBay<br />Create a new search network campaign<br />Create separate ad groups for each partner placement<br />Add keywords using phrase and exact match only<br />
  16. 16. STEP 2:Targeting Search Partners<br />Create a new search network campaign<br />Create separate ad groups for each partner placement<br />Add keywords using phrase and exact match only<br />
  17. 17. STEP 3: Monitor & Adjust<br />Photo credit: http://www.flickr.com/photos/fensterbme/99108769/<br />
  18. 18. STEP 3:Monitor & Adjust<br />Monitor campaign performance<br />Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements<br />Manage as you would a site-targeted content network campaign<br />
  19. 19. STEP 3:Monitor & Adjust<br />Monitor campaign performance<br />Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements<br />Manage as you would a site-targeted content network campaign<br />
  20. 20. STEP 3:Monitor & Adjust<br />Monitor campaign performance<br />Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements<br />Manage as you would a site-targeted content network campaign<br />Photo credit: http://www.flickr.com/photos/andrew_nielsen/4453152488/<br />
  21. 21. How Does It Work?<br />Photo credit: http://www.flickr.com/photos/cverdier/4321365261/<br />
  22. 22. Secret Sauce: Breadcrumb (navigation)<br />http://www.flickr.com/photos/alicerosen/3640222181/<br />Electronics > GPS & Navigation > Auto GPS Units > Garmin<br />
  23. 23. Search Partner Problems: Current<br />NO Transparency<br />NO Control<br />NO Targeting<br />NO Exclusions<br />= All or Nothing<br />
  24. 24. Search Partner Problems: Solved*<br />NO Transparency<br />NO Control<br />NO Targeting<br />NO Exclusions<br />= Better Results<br />
  25. 25. *Proceed With Caution<br />Not Perfect<br />Hit or Miss<br />Selective Targeting<br />Quality Scores<br />Ad Approval<br />Results May Vary<br />Photo credit: http://www.flickr.com/photos/zippy/22748510/<br />
  26. 26. Photo credit: http://www.flickr.com/photos/stuckincustoms/2380543038/<br />
  27. 27. Thanks!<br />Aaron Putnam<br />VP at Keyword Search Pros, Inc.<br />aaron@keywordsearchpros.com<br />www.keywordsearchpros.com<br />www.keywordsearchpros.com/blog/<br />@aaronputnam<br />Photo credit: http://www.flickr.com/photos/splorp/64027565/<br />

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