how to identify and target google's search partners
DESCRIPTION
How To Identify and Target Google's Search Partners presented at SMX Advanced in Seattle, WA 2010.TRANSCRIPT
How To Identify and Target Google’s Search Partners
Search Partners: Google’s Definition
Where will my ads appear?
“Your ads may appear alongside or above search results, as part of a results page as a user navigates through a site's directory, or on other relevant search pages.”
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6119
Search Partners: Common Examples
search.aol.com search.earthlink.net
Search Partners: The “Expanded” List
• Walmart• Target• eBay• Amazon• CSN Stores (over 250
specialized online stores)• Hayneedle Stores (over 200
specialty stores)
• 100’s more?Photo credit: http://www.flickr.com/photos/tripphotogallery/4059486159/
Search Partners: What’s The Problem?
• NO Transparency• NO Control• NO Targeting• NO Exclusions
= All or NothingPhoto credit: http://www.flickr.com/photos/sbfisher/2275277312/
3 Step Solution
1. Identify Search Partners
2. Target Search Partners
3. Monitor Performance & Make Adjustments
Phot
o cr
edit:
htt
p://
ww
w.fl
ickr
.com
/pho
tos/
ekle
ktiko
s/25
4140
8630
/
Minimum Requirements
1. Aged Campaigns2. Opted into Search
Partner Network3. Broad Matched
Keywords
Photo credit: http://www.flickr.com/photos/damiaosantana/3279245500/
STEP 1: Identifying Search Partners
Phot
o cr
edit:
htt
p://
ww
w.fl
ickr
.com
/pho
tos/
gerlo
s/31
1989
1607
/
STEP 1:Identify Search Partners
A. Run a search query report
B. Locate long-tail, high impression keywords with non-human characteristics
C. Google the terms and review the SERPs
D. Review sites and verify ad placements
STEP 1:Identify Search Partners
“electronics gps & navigation auto gps units garmin”
A. Run a search query report
B. Locate long-tail, high impression keywords with non-human characteristics
C. Google the terms and review the SERPs
D. Review sites and verify ad placements
STEP 1:Identify Search Partners
A. Run a search query report
B. Locate long-tail, high impression keywords with non-human characteristics
C. Google the terms and review the SERPs
D. Review sites and verify ad placements
STEP 1:Identify Search Partners
A. Run a search query report
B. Locate long-tail, high impression keywords with non-human characteristics
C. Google the terms and review the SERPs
D. Review sites and verify ad placements
STEP 2: Targeting Search Partners
Phot
o cr
edit:
htt
p://
ww
w.fl
ickr
.com
/pho
tos/
bogd
ansu
ditu
/237
7844
553/
STEP 2:Targeting Search Partners
A. Create a new search network campaign
B. Create separate ad groups for each partner placement
C. Add keywords using phrase and exact match only
STEP 2:Targeting Search Partners
Ad Group #1 = Walmart
Ad Group #2 = Target
Ad Group #3 = eBay
A. Create a new search network campaign
B. Create separate ad groups for each partner placement
C. Add keywords using phrase and exact match only
STEP 2:Targeting Search Partners
A. Create a new search network campaign
B. Create separate ad groups for each partner placement
C. Add keywords using phrase and exact match only
STEP 3: Monitor & AdjustPh
oto
cred
it: h
ttp:
//w
ww
.flic
kr.c
om/p
hoto
s/fe
nste
rbm
e/99
1087
69/
STEP 3:Monitor & Adjust
A. Monitor campaign performance
B. Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements
C. Manage as you would a site-targeted content network campaign
STEP 3:Monitor & Adjust
A. Monitor campaign performance
B. Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements
C. Manage as you would a site-targeted content network campaign
STEP 3:Monitor & Adjust
A. Monitor campaign performance
B. Adjust ad group max CPC or keyword level bids to control ad positioning on partner placements
C. Manage as you would a site-targeted content network campaign
Photo credit: http://www.flickr.com/photos/andrew_nielsen/4453152488/
How Does It Work?
Phot
o cr
edit:
htt
p://
ww
w.fl
ickr
.com
/pho
tos/
cver
dier
/432
1365
261/
Secret Sauce: Breadcrumb (navigation)
Electronics > GPS & Navigation > Auto GPS Units > Garmin
http:
//w
ww
.flic
kr.c
om/p
hoto
s/al
icer
osen
/364
0222
181/
Search Partner Problems: Current
NO TransparencyNO ControlNO TargetingNO Exclusions
= All or Nothing
Search Partner Problems: Solved*
NO TransparencyNO ControlNO TargetingNO Exclusions
= Better Results
*Proceed With Caution
• Not Perfect• Hit or Miss• Selective Targeting• Quality Scores• Ad Approval• Results May Vary
Phot
o cr
edit:
htt
p://
ww
w.fl
ickr
.com
/pho
tos/
zipp
y/22
7485
10/
Photo credit: http://www.flickr.com/photos/stuckincustoms/2380543038/
Thanks!
Aaron PutnamVP at Keyword Search Pros, Inc.aaron@keywordsearchpros.comwww.keywordsearchpros.comwww.keywordsearchpros.com/blog/
@aaronputnam
Photo credit: http://www.flickr.com/photos/splorp/64027565/