What and Who Are Google Search Partners?

If you are running a Google Ads campaign, and getting into the nitty gritty of it, you may have seen a setting that asks you if you want to run your ads on Google’s Display Network and if you also want to run ads on Google Search Partners. This last option means your ads and/or product listings appear on dozens and dozens of other websites besides Google.com and Google properties like Gmail. These other websites, or apps, are what Google calls Google’s Search Partner Network. Partners extend the reach of Google search ads to hundreds of non-Google websites as well as YouTube. Although YouTube is owned by Google, Google considers it a search partner.

When you create a new search campaign, Google signs you up for your ads to appear in the Google Display Network and Google Search Partners. This allows your ads to appear on properties owned by Google (like Google Shopping and Google Maps), as well as companies they have partnered with (i.e. Amazon and Walmart), and other websites that sell ad placements. You pay to be part of the Google Search Network, so some companies wonder if it’s worth the extra cost. 

In this post, we’ll explain the differences between the Google Display Network and Google Search Partners, and how to tell if placing your ads is working or not. If you decide it’s not, we’ll explain how to make sure your ads don’t appear on these sites. 

What’s the Difference Between Google’s Display Network and Google’s Search Partners?

Google’s Display Network includes ads on google.com, ads in Google Shopping, Google Maps, and Gmail. 

Google Search Partners are anything outside of Google’s search engine that uses Google Ads. They can include text and videos. Some examples are:

• Ask.com
• Lycos.com 
• Dogpile.com
• Search results and product pages on Amazon, Walmart, and Target

It is unknown exactly how many sites are in the Google Search Partners network, as Google doesn’t release a complete list of their Google Search Partners. Google partner websites follow Google policies regarding privacy in order to show ads. They receive a share of the advertising profits every time your ad is clicked. 

Where Do Ads from the Google Ads Marketing Agency Appear?

Within the search partner sites, your ads and listings may appear on search results pages. Your ads will look similar to how they appear in the Google Display Network, although you may see some differences. You cannot pick and choose where you want your ads to appear among Google Search Partners. It’s all or nothing. However, you can opt out of the Google Search Network entirely. That means every cent goes to the Google Display Network, and you don’t spend a penny on Google Search Partners. That said, before you pull the plug, check to see if the Google Search network is paying off for you. 

A Few Examples to Help You Understand

Go to Google and search for “Geico.” Your results may look a little different than ours (Google results don’t look the same for everyone). But for us, the first thing that appears is an organic link to Geico, the insurance agency. It does not have the word “Sponsored” above it. So it’s a free, organic link. Geico didn’t pay for that position. However, beneath that, we see Google Maps locations displaying Geico agents. Those are ads. 

Now go to Ask.com and search “Geico.” You’ll see product ads for Geico tents, and non-insurance agency Geico items, like posters on eBay. That’s because Geico, the insurance agency, has opted out of the Google Search Partner program. 

Let’s try something else. Search for “Chicago yoga” on both Google and Ask.com. We don’t get products on either. But on Google, we get “Businesses,” which are part of the Google Display Network. They include various yoga studios near us in Chicago. On Ask.com, we get text ads for OrangeTheory, a fitness franchise, Bikram Yoga in the South Loop, and Equinox. 

What accounts for all of these differences?

1. Whether or not these companies have opted into or out of Google Search Partners.
2. The keywords and phrases these companies are using.
3. How much they’ve bid for these placements.

How Do I See if Google Search Partners Are Worth it?

For some companies, Google Search Partners pay off more than the Google Display Network. For others, Google Search Partners do nothing. In that case, you should opt-out. But first, check the effect. 

1. Go to https://ads.google.com/.
2. Log in.
3. Choose your campaign. 
4. Click on segment and network.

You’ll see results for both platforms. 

Pros and Cons of Google Search Partners

Generally speaking, the best way to tell for sure if GSP will be right for your business is by testing it yourself through different campaigns and reviewing the performance through the Google Search Network.  However, before you jump into that mode of testing, there are a few straightforward pros and cons that we can discuss: 

Some of the pros of GSP include: 

• Reaching a wider audience 
• Higher conversion rates due to the wider reach 
• Lower costs per click (CPC) 

Some of the cons of GSP include: 

• Occasional results of lower quality 
• Ads appearing on irrelevant sites and increasing bounce rate
• Lack of control over ad placement

How Do I Tell a Bad Result from a Good Result?

Many people assume that Google Display is always going to be the better performer, but it’s not for every industry. 

You should pay attention to the conversion setting. Google Search Partners is worth keeping unless you see that you’re getting interactions and clicks but you’re no conversions. Conversions are what ultimately matter. Some common types of conversions include making purchases, signing up on a website, downloading something, subscribing to a service, or even using a section of software or app for a certain amount of time. 

The conversion rate for Google Ads varies but most recent research shows that the average clickthrough (CTR) rate is 5.06%. These percentages may change depending on the type of business or industry you are in. If your conversion rate is way, way below this, the Google Search Partner option may not be worth it. If it’s above this, DEFINITELY keep the setting on.

How to Opt-Out of Google Search Partners

1. Open the campaign settings for your campaign(s).
2. Click the Networks section.
3. Uncheck the box that says “Include Google Search Partners,” and click save.

What If You Only Want to Advertise in Google Search Partners and Not Google Display Network?

Sorry, that’s not an option. You can only use Google Search Partners if you also use Google Display Ads. You also can’t pick and choose which Search Partners you want to pay for and which you don’t.

Improving Your GSP Performance

So, if you decide to give Google Search Partners a shot, how do you make the most of it? Here are just a few steps: 

• Research where your audience spends time online: As an example, if you run an e-commerce store, keep track of what other e-commerce sites your audience uses; then, you can learn where to best target your ads.

• Create separate Search Partner campaigns: You can do this to help allocate your budget and toggle between campaigns to watch what is most successful. 

• Experiment with your ads: Play with the designs of your advertisements. Varied layouts, different text sizes, and more can all have an impact on user engagement. 

• Monitor your ad performance: Make sure you are always keeping an eye on your ads to ensure that they are serving their purpose; this can help you improve your marketing strategy. 

• Use specific Search Partner keywords: Pay attention to previous Search Partner data to learn what your audience is searching for online. You can use these keywords to help supplement your own ads. 

• Turn off Search Partners for campaigns with low performance: If Search Partners isn’t working for you right now, that is okay! You always have the option to shut it off. 

• Test new Search Partner features: If Search Partners didn’t work before, that does not mean it is doomed for your business forever. When you launch new products or features, try again and see what changes. 

Let Us Help

SEO Design Chicago is a digital marketing agency with years of experience creating thousands of ad campaigns for clients across North America. Our unique style and approach to each campaign is what sets us apart from our competitors. The only way that we succeed is if your business succeeds as well.

Whether you are new to digital advertising or not, we can assist your business. There is a lot that goes into creating and executing a great ad campaign. Because we have done so many of these campaigns over the years, we are one of the best at it.

Frequently Asked Questions

1. What’s the difference between Google Display Network and Google Search Partners?

Google’s Display Network includes ads on Google-owned properties like Google.com, Google Shopping, Google Maps, and Gmail. Google Search Partners are external websites that partner with Google to display search ads, such as Ask.com, Lycos.com, Dogpile.com, and product pages on Amazon, Walmart, and Target. When you create a new search campaign, Google automatically opts you into both networks. The key difference is that Display Network keeps your ads within Google’s ecosystem, while Search Partners extend your reach to hundreds of non-Google websites.

2. Can I choose specific Google Search Partner websites for my ads?

No, you cannot pick and choose individual Search Partner websites for your ads – it’s an all-or-nothing option. You can either include all Google Search Partners in your campaign or opt out entirely. You also cannot use Google Search Partners without also using Google Display Network. This lack of granular control is one of the limitations of the Search Partners program, which is why monitoring performance across the entire network is crucial for determining its value.

3. How do I check if Google Search Partners is worth the investment for my business?

To evaluate Search Partners performance, log into your Google Ads account, select your campaign, then click on “Segment” and “Network.” This will show you separate performance data for Google Display Network and Search Partners. Focus on conversion rates rather than just clicks – Search Partners is worth keeping if you’re getting meaningful conversions. The average clickthrough rate for Google Ads is around 5.06%, so compare your Search Partners performance to this benchmark and your Display Network results.

4. What are the main advantages and disadvantages of using Google Search Partners?

The main advantages include reaching a wider audience beyond Google properties, potentially higher conversion rates due to broader reach, and often lower costs per click (CPC). However, disadvantages include occasional lower-quality traffic, ads appearing on irrelevant sites that can increase bounce rates, and lack of control over specific ad placements. The key is testing to see if the broader reach translates into valuable conversions for your specific business and industry.

5. How do I opt out of Google Search Partners if it’s not performing well?

To opt out, open your campaign settings, click the “Networks” section, uncheck the box that says “Include Google Search Partners,” and click save. This will ensure all your ad spend goes to Google Display Network instead. Before opting out completely, review your performance data to make sure Search Partners isn’t generating valuable conversions, even if the click-through rates seem lower than Display Network.

6. What should I look for to determine if Search Partners results are good or bad?

Focus on conversions rather than just clicks or impressions. Good results show meaningful conversions like purchases, sign-ups, downloads, or other valuable actions from Search Partners traffic. Bad results typically show clicks without conversions, indicating low-quality traffic. Also monitor your bounce rate – if Search Partners traffic immediately leaves your site, it may indicate poor ad placement relevance. Compare conversion rates between Search Partners and Display Network to determine relative performance.

7. How can I improve my Google Search Partners performance?

Research where your target audience spends time online to understand which partner sites might be most valuable. Create separate Search Partner campaigns to better track performance and allocate budget. Experiment with different ad designs, text, and layouts to improve engagement. Monitor performance regularly and use specific keywords based on Search Partner data. Consider turning off Search Partners for low-performing campaigns, but test new features periodically as performance can change with different products or market conditions.