Google Search Partners. To include or not to include?

Google Search Partners. To include or not to include?

This is the question that lies on many AdWords Managers brains as they go about their day to day PPC activities. However, we should probably start by explaining what exactly is meant by the term ‘Google Search Partners’.


So what is it?

Google Search partners is a collection of other websites and search engines that work very similarly to With this, ads that you create on AdWords will reach hundreds of non-Google websites simply by ticking that little box. Cool, right? These websites can also include YouTube and other Google owned sites. The ultimate goal of this is to gain additional AdWords traffic and then ultimately conversions. Some of the non-Google sites include,, and In return, these websites will receive a percentage of the advertising profit.


So what’s the problem?

Well, think of it like this. On Google you can manage the maximum you bid on any keyword you like. Unfortunately, bid modifier is not available to adjust bids for Google Search partners. Ultimately this means that the rate of traffic differs from that of people searching on

Secondly, the range of Google Search Partners can be seen as being very broad. It goes far beyond just AOL and Ask but also stretches to Amazon and eBay. It is essential to keep an eye on how Google Search Partners is going to avoid any wastage spend on sites that are draining your budget and not bringing in a return.


Is it right for you?

Utilising Google Search Partners tends to be a fantastic way to lower your Av. CPC and cost per conversion. So, we’re inclined to usually keep them switched on. However, if you’re limited by budget or feel your budget is depleting rapidly with little return it may be a good idea to have them turned off.



Check your Search Terms!

Sounds ever so simple, doesn’t it? But you would be surprised how many people may over see this method of data analysing when they see something amiss in their campaign results. Ever noticed an influx in clicks or impressions but no change in conversions. If so, it is certainly worth sifting through your search terms for any odd phrases racking up impressions.