A Deep Dive into Google Search vs. Search Partners PPC Performance
Google Search vs. Search Partners PPC Performance – a question I’ve fielded enough times to decide to finally put my thought to the pixel!
Even as things become more and more automated, it seems that running a successful PPC campaign is getting harder and harder. You might pouring money into pay-per-click (PPC) campaigns, but the results aren’t quite hitting the mark. Today, we’re tackling a common PPC dilemma: Google Search vs. Search Partners.
Understanding the differences in Google Search vs. Search Partners PPC performance can save you money.
This isn’t a simple “one-size-fits-all” answer. Sometimes, Google Search is wasting your money, but it depends on your strategy. And while Google wants – and might be recommending you – to invest more money into its Search Partners, one has to ask themselves – and ultimately make the decision – if this is the right move.
Let’s dive in and see how to steer clear of those digital potholes.
Understanding the Playing Field: Google Search vs. Search Partners for PPC Performance
Google Search is the world’s biggest search engine. Carrying the “heavyweight title” for over 20 years, it’s the place people go to when they’re looking for something online. You put in your best ideas for keywords and what you think people would search for to find you and voilà!
Search Partners, on the other hand, are Google’s network of other websites that display ads. Think of them as the supporting cast.
Both platforms offer the ability to reach potential customers through text ads, but the types of audiences reached and the costs associated can differ significantly. This is what affects Google Search vs. Search Partners PPC performance. And by default, when one is setting up a Google Search campaign, Google will opt you into this – thereby opening your search campaigns for a lot more.
But the million dollar question is: should I enable Search Partners in my search campaigns?
The ROI Reality Check: Where Does Your Money Go?
My approach is always let the data do the talking. So the short answer is, “yes, keep Search Partners on.”
However, there’s a caveat: don’t let Google steer the ship into an abyss. You can find diamonds in the rough, but you must analyze this data 30-60 days after launching your campaigns.
I once had a client that saw over a 2x higher return on their Google Search investment versus their investment in Search Partners.
Why the difference?
Google Search usually attracts highly targeted traffic. People searching directly on Google typically know what they want and are more likely to convert. Search Partners, while offering broader reach, often attracts less qualified leads. This difference in lead to over 5 times the amount of impressions to Search Partners, but when it came to earnings per click the results were 5 times less with Search Partners – lower quality searches significantly impacts the overall ROAS.
The Search Partners Paradox: Diamonds in the Rough
However, dismissing Search Partners entirely would be a mistake. Think of them as the buoys a captain has to navigate through. While many sites in the Search Partners network might not deliver high-value conversions, some hidden gems exist. You might discover a specific niche site, with highly engaged users, who are more likely to convert.
The key is strategic targeting. Don’t just blindly throw your ads everywhere. Carefully analyze the performance of individual sites within the Search Partners network. Identify the top performers, those delivering strong conversions at a reasonable cost. Then, optimize your campaigns to focus on these high-performing sites. By doing so, you’ll maximize your Google advertising efforts.
Balancing Act: Steering the Ship
The ideal approach is a balanced one. And going back to the captain analogy, keep your hands on the wheel because you need both engines running — Google Search and Search Partners — but only where it makes sense.
Google Search should be your primary engine. It’s powerful, targeted, and usually provides a higher return. But Search Partners, if carefully managed, can act as a supplementary engine, adding extra power and reach without completely derailing your campaign. Remember, in most cases, I believe it doesn’t make sense, but when it does, you’ll reap the rewards! And you’ll never know if you turn it off on day one.
Here’s the captain’s checklist:
- Regular Monitoring: Constantly monitor the performance of both Google Search and Search Partners. Don’t wait for problems; proactively identify and address underperforming campaigns.
- Strategic Allocation: Start off campaigns targeting Search Partners, but have a clear red line that if it passes, you’ll turn off this options.
- Data-Driven Decisions: Let the data guide your decisions. Continuously analyze your campaign results to refine your targeting and budget allocation.
- Flexible Adaptation: Be prepared to adjust your strategy based on performance data. If Search Partners are consistently underperforming, consider reallocating those funds to more profitable areas.
Google Search vs. Search Partners PPC Performance: The Verdict
Is Google wasting your money? The answer is: it depends. While Google Search generally delivers superior ROAS, Search Partners holds potential if handled strategically – I remember seeing a campaign that looked like it was struggling and I thought I would turn it off altogether, but then I noticed the Search Partners was getting a 2x better return than Google Search. Don’t shy away from using the Search Partner option. By combining careful monitoring, strategic allocation, and data-driven decision-making, you can harness the power of both platforms to maximize your PPC ROI.
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Either way, keep your hands on the wheel and, “Ships ahoy!”
