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!
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
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
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
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