What Is Search Partners?
Also written as Google search partners, Google search partner network, Search Network partners.
Definition
Search partners are sites outside Google that work with Google to show ads tied to a person's search. They are part of the Search Network and are included by default in a Search campaign. A store's ad could show on a partner site's results page, not only on Google itself.
Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Written by the ZenoX team from the accounts we run. Definitions are general; the numbers in examples are maths, not client results.
Search Partners, Explained
When you build a Search campaign, a box called Include Google search partners is ticked for you. Leave it and your ads can appear beyond Google's own results pages, on sites that have a partnership with Google. That is more reach for the same campaign.
The catch is what you can see. Google does not tell you which partner site showed your ad, except for Performance Max. So it is hard to judge the quality of what you bought.
It is easy to check your own numbers. Segment a campaign by network and compare Google Search with search partners. Look at cost per sale and ROAS, not clicks. If the partner traffic spends without selling, untick the box.
To change it, open the campaign settings, open Networks, and untick Include Google search partners. That leaves Google Search only.
On a new campaign with a small budget, keep the money on Google's own pages first. You can always test partners later with real data.
How We Use It at ZenoX
On Search and Shopping, our setup is Google Search on, search partners off, Display off. We want a clean read on where the money goes. On Performance Max, we check where the spend landed, because Search without product data, YouTube and Display can take a big share.
Questions People Ask About Search Partners
Should I Turn Off Search Partners?
For most new ecom campaigns, yes. We switch them off so the budget stays on Google's own pages and the numbers stay clean. If you have data, segment by network first. Keep partners on only if they sell at a cost you are happy with.
Are Search Partners On by Default?
Yes. Google includes search partners by default when you create a Search campaign. To opt out, open the campaign settings, open Networks and untick Include Google search partners. Then your ads show on Google Search only.
Related terms
- Search CampaignA Search campaign is a Google Ads campaign that shows text ads on search results when someone types a search that matches your keywords.
- Standard Shopping CampaignA Standard Shopping campaign is the older Google Ads campaign type that shows product ads from your Merchant Center feed on Google Shopping and Search.
- Invalid ClicksInvalid clicks are clicks on your ads that do not show real interest in your business.
- Display AdsDisplay ads are image ads that show on websites and apps across the Google Display Network, not on the search results page.
Go deeper
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We work with brands serious about scale. If that is you, let's talk.
