How can you target specific search partners in your PPC campaign?

1 Know your options

Depending on the platform you use, you may have different options to target search partners. For example, Google Ads allows you to choose between Google search network only, Google search network with search partners, or Google display network. Bing Ads lets you opt in or out of search partners for each ad group. You can also exclude specific domains or URLs from showing your ads on Bing Ads.

2 Review your reports

To target specific search partners, you need to know how they perform for your campaign. You can use reports to analyze the data and identify the most effective and relevant partners for your goals. For example, Google Ads provides a segment option to view your performance by network (Google search, search partners, or display network). Bing Ads offers a website URL (publisher) report to show you the domains and URLs where your ads appeared.

3 Adjust your bids

Once you have the data, you can adjust your bids to optimize your campaign for search partners. You can use bid modifiers to increase or decrease your bids for certain partners based on their performance. For example, if a partner site generates more conversions or higher quality traffic for your campaign, you can raise your bid to get more exposure. Conversely, if a partner site has low click-through rate or high bounce rate, you can lower your bid to reduce wasted spend.

5 Segment your campaigns

If you want more control and flexibility over your search partner targeting, you can segment your campaigns by network. This means creating separate campaigns for Google search, search partners, and display network, or for Bing search and search partners. This way, you can set different budgets, bids, keywords, and ads for each network and tailor them to your audience and goals.

6 Monitor your results

Finally, you need to monitor your results and measure your return on investment for search partner targeting. You can use metrics such as impressions, clicks, conversions, cost per click, and cost per conversion to evaluate your campaign performance. You can also use attribution models to understand how your ads on different networks and partners influence your customer journey and purchase decisions.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?