How To Identify and Target Google's Search Partners
?Download as PPTX, PDF?
2 likes?8,578 views
This document provides a 3-step method for identifying and targeting Google's search partners: 1. Identify search partners by running search query reports to find keywords with non-human traffic and reviewing the search engine results pages to see where ads are placed. 2. Target specific search partners by creating separate ad groups for each partner and using precise matching to control where ads appear. 3. Monitor campaign performance and adjust bids to control ad positioning, managing it as a site-targeted campaign on the search network. This method provides more control over ads shown on search partners compared to the standard search network option.
How To Identify and Target Google's Search Partners
- 1. How To Identify and Target Google¡¯s Search Partners
- 2. Search Partners: Google¡¯sDefinitionWhere 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
- 4. Search Partners: The ¡°Expanded¡± ListWalmartTargeteBayAmazonCSN Stores (over 250 specialized online stores)Hayneedle Stores (over 200 specialty stores)100¡¯s more?Photo credit: http://www.flickr.com/photos/tripphotogallery/4059486159/
- 5. Search Partners: What¡¯sThe Problem?NO TransparencyNO ControlNO TargetingNO Exclusions= All or NothingPhoto credit: http://www.flickr.com/photos/sbfisher/2275277312/
- 6. 3 Step SolutionIdentify Search PartnersTarget Search PartnersMonitor Performance & Make AdjustmentsPhoto credit: http://www.flickr.com/photos/eklektikos/2541408630/
- 7. Minimum RequirementsAged CampaignsOpted into Search Partner NetworkBroad Matched KeywordsPhoto credit: http://www.flickr.com/photos/damiaosantana/3279245500/
- 8. STEP 1: Identifying Search PartnersPhoto credit: http://www.flickr.com/photos/gerlos/3119891607/
- 9. STEP 1:Identify Search PartnersRun a search query reportLocate long-tail, high impression keywords with non-human characteristicsGoogle the terms and review the SERPsReview sites and verify ad placements
- 10. STEP 1:Identify Search Partners¡°electronics gps & navigation auto gps units garmin¡±Run a search query reportLocate long-tail, high impression keywords with non-human characteristicsGoogle the terms and review the SERPsReview sites and verify ad placements
- 11. STEP 1:Identify Search PartnersRun a search query reportLocate long-tail, high impression keywords with non-human characteristicsGoogle the terms and review the SERPsReview sites and verify ad placements
- 12. STEP 1:Identify Search PartnersRun a search query reportLocate long-tail, high impression keywords with non-human characteristicsGoogle the terms and review the SERPsReview sites and verify ad placements
- 13. STEP 2: Targeting Search PartnersPhoto credit: http://www.flickr.com/photos/bogdansuditu/2377844553/
- 14. STEP 2:Targeting Search PartnersCreate a new search network campaignCreate separate ad groups for each partner placementAdd keywords using phrase and exact match only
- 15. STEP 2:Targeting Search PartnersAd Group #1 = WalmartAd Group #2 = TargetAd Group #3 = eBayCreate a new search network campaignCreate separate ad groups for each partner placementAdd keywords using phrase and exact match only
- 16. STEP 2:Targeting Search PartnersCreate a new search network campaignCreate separate ad groups for each partner placementAdd keywords using phrase and exact match only
- 17. STEP 3: Monitor & AdjustPhoto credit: http://www.flickr.com/photos/fensterbme/99108769/
- 18. STEP 3:Monitor & AdjustMonitor campaign performanceAdjust ad group max CPC or keyword level bids to control ad positioning on partner placementsManage as you would a site-targeted content network campaign
- 19. STEP 3:Monitor & AdjustMonitor campaign performanceAdjust ad group max CPC or keyword level bids to control ad positioning on partner placementsManage as you would a site-targeted content network campaign
- 20. STEP 3:Monitor & AdjustMonitor campaign performanceAdjust ad group max CPC or keyword level bids to control ad positioning on partner placementsManage as you would a site-targeted content network campaignPhoto credit: http://www.flickr.com/photos/andrew_nielsen/4453152488/
- 21. How Does It Work?Photo credit: http://www.flickr.com/photos/cverdier/4321365261/
- 22. Secret Sauce: Breadcrumb (navigation)http://www.flickr.com/photos/alicerosen/3640222181/Electronics > GPS & Navigation > Auto GPS Units > Garmin
- 23. Search Partner Problems: CurrentNO TransparencyNO ControlNO TargetingNO Exclusions= All or Nothing
- 24. Search Partner Problems: Solved*NO TransparencyNO ControlNO TargetingNO Exclusions= Better Results
- 25. *Proceed With CautionNot PerfectHit or MissSelective TargetingQuality ScoresAd ApprovalResults May VaryPhoto credit: http://www.flickr.com/photos/zippy/22748510/
- 27. Thanks!Aaron PutnamVP at Keyword Search Pros, Inc.aaron@keywordsearchpros.comwww.keywordsearchpros.comwww.keywordsearchpros.com/blog/@aaronputnamPhoto credit: http://www.flickr.com/photos/splorp/64027565/