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Managing Search Partner Network - Effectively

How to manage google search patner network for maximum ROI.

7:19 am on Sep 29, 2012 (gmt 0)

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joined:Sept 26, 2012
posts: 3
votes: 0

Hello All

On a few campaigns i am at 95% impression share on google.co.uk, at 1000 daily impressions with 3% CTR (avg pos 4-5), it only gets me 30 clicks (these are relevant impressions with lots of campaign negatives, if i loosen things up, i see irrelevant matched search queries).

Other than testing ways to increase CTR with new ad copies, i can either keep adding new keywords (which i get from SQRs), increase bids (which will not be feasible) or turn on search partners.

If i turn search partners on, it brings a lot of low quality traffic at google.co.uk CPC rates. Ive copied a couple of campaigns and reduced bids by 25%, this works well, i saw decent number of conversions at lower CPA but this gets very difficult to manage on an ongoing basis. I have setup some automated rules on the main google.co.uk campaign within the adwords interface (not using a bid management software) to stay on pos 4-6. As QS increases, avg pos increases and rules decrease these bids, it starts clashing with search network campaigns. Therefore maintaining this "25% differece" in bids between the two campaigns so the higher shows on google.co.uk and lower on search partners is difficult.

I understand a lot of this depends on niche and competetion and can be answered by testing, but would be great to hear your thoughts. What are your thoughts on managing Search Partners? Do you leave it on with your main campaign or is there a better way?
7:29 am on Sept 29, 2012 (gmt 0)

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joined:Sept 26, 2012
posts: 3
votes: 0

Just wanted to add that this campaign is 2 months old. Avg CPCs and min first page bids have not come down by that much, though QS's are in 7-10 range.
Is it wise to turn on search partners when the min first page and avg cpc's come down as campaign gathers data and matures?
7:06 pm on Sept 29, 2012 (gmt 0)

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joined:June 20, 2006
votes: 26

search partners often outperforms on ROAS, but does vary (note, we're in north america - your uk situation will be different). try the conversion optimizer, it allows for these differences, your sp cpc's will be lower - allowing you to nest the sp traffic in with the non-sp.

add more negs and test more ads to improve ctr, you need a higher uptake volume overall to justify this work. consider segmenting your current ad groups furth, to improve CTR (bolding), and to allow greater use of the conversion optimizer ad group CPA bids.

for CO, use target cpa, not max cpa.