When Google Search Partners are worth it

The campaign had been running well on Google for months. Then someone looked more closely and found that a share of the clicks had been coming from somewhere other than Google. It had been part of the campaign from the day it was set up. Nobody had ever decided they wanted it.

That somewhere is Search Partners.

It isn’t a problem in itself. It’s a choice, and the good ones are made on purpose.

Search Partners let a Search campaign show the same ads on websites and apps that work with Google, as well as on Google itself. They’re worth it when the partner traffic turns into enquiries or sales at a cost that works, and when it’s reported separately so you can tell. When it doesn’t hold up, it can be switched off without touching the rest of the campaign.

When Search Partners earn their place

• The partner traffic is from people looking for what you sell.
• Partner results are looked at on their own.
• The leads hold up after the click.
• The sites suit the business.
• Google Search still comes first.

People looking for what you sell

Search Partners use the same keywords and ads as the rest of the Search campaign. Someone still has to search for something before an ad appears, which is what makes this different from ads shown next to content people happen to be reading.

In an account where partners are pulling their weight, the searches behind those clicks look much like the ones on Google itself: specific, and from people who want something.

Partner results looked at on their own

By default, partner results sit inside the campaign totals. A good account pulls them out and reads them separately.

That is the only way to see whether the extra reach is adding anything. Side by side with Google Search, partner clicks might cost less, cost more, or bring in enquiries at much the same rate. Any of those can be fine. What matters is knowing which one it is.

Leads that hold up after the click

A click from a partner site can look just as good as a click from Google in the report. The real test is what happens next.

When partners are working, the enquiries they bring in sound like the ones from Google: real people, asking about things the business does. You’ll notice it in the inbox before you see it in the numbers, and it is worth checking there as well as in the reports.

Sites that suit the business

Partner sites range from well-known search features to much smaller sites and apps. Google reports which partner sites ads appeared on, to a degree.

In a healthy account, someone has looked at that list and is comfortable with where the ads are showing. The business would recognise the sites and wouldn’t mind being seen on them.

Google Search still comes first

Search Partners share the same budget as the rest of the campaign. When they’re working well, they add reach on top of Google Search rather than taking budget away from it.

The simplest sign is that Google Search results hold steady while partners are switched on. If partner spend grows while Google Search starts to run short, the balance needs another look. For more on how clicks turn into enquiries, see why Search ads get clicks but no enquiries.

Where to start

Find out whether Search Partners are switched on in your campaigns, then look at their results next to Google Search for the same weeks. That comparison usually answers the question on its own.

That’s also where a review starts.

If you’d like us to look at yours, request a review.