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!

1. ASK PPC HERO ANYTHING:
THE SEARCH PARTNER PROBLEM
APRIL 28, 2014
April 28-30, 2014

2. WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING
WRITER @ PPC HERO
www.ppchero.com
@ecouch11

3. OVERVIEW
WHAT ARE SEARCH PARTNERS
BIDDING STRATEGY
SEGMENTING SEARCH
PARTNERS

4. AN ANALOGY
ACTUAL RESULTS PAGE.
SEARCH PARTNERS.
@ecouch11

5. AN ANALOGY
JUST LIKE SEARCH PARTNERS.
@ecouch11

6. HOW DO YOU FIGURE?
WELL.
LET’S TAKE A LOOK.
@ecouch11

7. THE GOOGLE RESULTS PAGE
@ecouch11

8. THE SEARCH NETWORK
THIS IS A SEARCH NETWORK
AD.
ITS METRICS ARE ROLLED IN
TO YOUR SEARCH NETWORK
METRICS.
@ecouch11

9. THE SEARCH PARTNER…
@ecouch11

10. THE SEARCH PARTNER?
@ecouch11

11. THE SEARCH PARTNER!
@ecouch11
RIGHT HERE.
…AT THE BOTTOM OF THE PAGE.

12. THE MYSTERY DEEPENS…
HMM…
THAT AD LOOKS FAMILIAR.
@ecouch11

13. THE MYSTERY DEEPENS…
@ecouch11
GOOGLE RESULTS PAGE AD
AMAZON RESULTS PAGE AD

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. THE MYSTERY RESOLVED
IT ALSO HAPPENS TO BE
LOCATED AT THE BOTTOM OF
THE PAGE.
@ecouch11

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. THE PROBLEM
WHEN IT’S ACTUALLY
FAR MORE COMPLICATED.
@ecouch11

18. THE PROBLEM
SEARCH PARTNERS =
TWICE THE IMPRSSIONS, HALF
THE CLICKS.
A CTR THAT RESEMBLES DISPLAY.
@ecouch11

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. 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. THE QUESTION
WHY CAN’T WE JUST TARGET
SEARCH PARTNERS ON THEIR
OWN?
@ecouch11

22. THE ANSWER
YOU CAN…
ON BING.
(IT’S AN AD GROUP-LEVEL SETTING.)
@ecouch11

23. THE ANSWER
@ecouch11
RIGHT HERE.

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. UNLESS...
UNLESS YOU’RE
VERY CLEVER.
@ecouch11

26. GO ON, I’M LISTENING…
HAVE YOU EVER NOTICED
THOSE SUPER-LONG, SUPER-
WEIRD QUERIES IN YOUR
SEARCH TERM REPORT?
@ecouch11

27. I HAVE!
ME TOO!
BUT SERIOUSLY. WHO IN
THEIR RIGHT MIND WOULD
SEARCH FOR THIS:
@ecouch11

28. SURPRISE!
THE ANSWER IS THAT
THEY DIDN’T.
@ecouch11

29. YOU’RE KIDDING
IT’S A SEARCH PARTNER.
SPECIFICALLY, A SEARCH
PARTNER PRODUCT PAGE.
@ecouch11

30. SPECIFICALLY…
@ecouch11
THIS ONE.

31. DROPPING BOMBS
AND THAT “QUERY” SHOWS UP
BECAUSE THE PRODUCT PAGE
HAS ADS ON IT.
@ecouch11

32. SPECIFICALLY…
@ecouch11
RIGHT HERE.

33. DROPPING MORE BOMBS
AT THE BOTTOM OF THE PAGE.
AGAIN.
@ecouch11

34. DROPPING MORE BOMBS
@ecouch11

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. THE TAKEAWAY
GIVING YOU AN
UNCONVENTIONAL WAY TO
SEGMENT SEARCH PARTNER
TRAFFIC.
@ecouch11

37. WRAP UP
WHAT ARE SEARCH PARTNERS
BIDDING STRATEGY
SEGMENTING SEARCH
PARTNERS
@ecouch11

38. WHO ARE YOU?
ERIC COUCH
SENIOR PPC ACCOUNT MANAGER,
HEAD OF TRAINING
@HANAPIN MARKETING
WRITER @ PPC HERO
www.ppchero.com
@ecouch11
@ecouch11

39. THANK YOU!
@ecouch11