A new article on Search Engine Journal reports that the Google Search Partner network lets advertisers extend their reach, but it's not without its drawbacks. Learn how and when to use it.



The full article - which you can reach via the link above - looks at some of the ways you can use the Google Search Partners network to gain visibility and control while making sure it's performing as well as possible.



Despite being called "search partners," the sites included within Google's search partners are not all search engines. In fact, Google defines its Search Partners as:



Actually, the search partner network is also a good way to expand reach for shopping campaigns, as well.

Misconception 3: Just Because The Search Partners Didn't Work Before Means They Never Will

In reality, so much can change with Google Ads in such a short amount of time, that it makes it worth testing - and retesting - different features. In October 2018, Google launched Smart Bidding for search partner sites, with the goal of maximizing conversions at a similar CPC to Google Search. This alone could make it worth another test if your campaigns had excluded search partners prior to that adjustment.



While it's true that we can't see the search partner sites, there are other details that we can dig into, to help us understand performance a little better.



While it's true that advertisers have much less control on search partners than Google's own search network because it can't be split out on its own, there are ways to tweak results. We just have to get a little bit more creative about how we go about it.