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.
Misconception 1: All Sites Included Are Smaller Search Engines
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:
|"Sites in the Search Network that partner with Google to show ads. Search partners extend the reach of Google Search ads to hundreds of non-Google websites, as well as YouTube and other Google sites. On search partners sites, your ads can appear on search results pages, on site directory pages, or on other pages related to a person's search."|
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.
Misconception 4: The Most Granular Insight You Can Get Into Search Partners Is By Segmenting By Search Partner Network At The Campaign Level
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.
Misconception 5: If The CPA Is Higher In Search Partners, There's Nothing That Can Be Done
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.