The Google Search Network gives advertisers the ability to gain additional AdWords traffic and conversions from users across the web, as Google delivers ads on partner websites in much the same way it does on Google.com. To target users searching on these partner sites, advertisers need only check a box in campaign settings to “include search partners.” However, AdWords advertisers have long pined for a bid modifier to adjust bids for Google’s search partners, as the value of this traffic is often very different from that of clicks that come from users searching on Google.com. At the very least, it would be helpful if Google would allow advertisers to exclude specific search partners (as Bing Ads does). While calls for additional functionality haven’t yielded results just yet, it hasn’t kept us from analyzing how these search partners are performing relative to Google.com. We’ve dissected the numbers to understand how performance looks for brand keywords, non-brand keywords and Shopping campaigns. And the results may surprise you. Let’s start by talking about the current volume of search partner traffic to get a sense of how important the partner network is to paid search, then move into the value and cost of partner…
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