Google Ads Introduces New Search Partner Insights & Controls in Response to Advertiser Feedback

Google Ads is well-known for its extensive reach, enabling advertisers to engage billions of users across multiple platforms, including Google Search, Shopping, Maps, Gmail, YouTube, Discover, and over 2 million partner websites and apps. Certain campaign types, such as Performance Max, App, and Smart campaigns, automatically target these numerous placements, simplifying the process for advertisers.

?However, not all ad placements hold the same value. The context in which an ad appears can significantly impact a brand's image. Historically, advertisers have had limited control over ad placements within Google's search partner network, leading to potential missteps where ads could appear next to undesirable content.?

Content:

???????????????? Understanding the Google Ads Search Partner Network

???????????????? Google’s new Performance Max campaign placement report

???????????????? How to opt out of Google Search Partner placements?

Understanding the Google Ads Search Partner Network

In response to advertiser feedback, Google has introduced a new tool allowing advertisers to review and exclude certain ad placements within the search partner network. This tool is particularly beneficial for those using Performance Max campaigns, which previously offered limited visibility and control over where ads were shown.

Google's Search Network is divided into two main components:

??????? Google Search Sites: This includes Google Search, Google Shopping, Google Images, and Google Maps.

??????? Search Partner Network: This encompasses YouTube search, smaller partner search engines, and sites with Google-powered search bars, such as Ask.com.?

Advertisers have always been able to view and manage their ad performance on Google search sites and opt out of the Search Partner network through their campaign settings.

However, Performance Max campaigns automatically included placements across the entire Google network, making it challenging to control ad appearances. ?

Issues with Google’s Search Partner Network

While the additional reach provided by the Search Partner network can be advantageous, it also comes with risks. The vastness of the internet means that ads can end up on low-quality or inappropriate sites, potentially damaging a brand's image. Advertisers have expressed concerns about their ads appearing alongside questionable content, which could lead to negative perceptions.

?A study by Adalytics highlighted these issues, showing that ads from several large companies, agencies, and even government entities were displayed on sites featuring inappropriate or illegal content. Google refuted some of these claims, stating that the problematic sites represented a minimal portion of their network. Nonetheless, they took steps to address these concerns by temporarily allowing advertisers to opt-out of the Search Partner network in Performance Max and App campaigns.

New Placement Reporting for Performance Max Campaigns

In response to increasing advertiser concerns, Google has announced that it will now provide more detailed insights into where ads are being displayed across the web, including within the Search Partner network. As of March 4, advertisers can access data showing how frequently their ads appeared in specific placements for Performance Max and App campaigns.

?This report is now accessible to all advertisers with active Performance Max and App campaigns. However, finding these reports requires navigating the "report editor" section of the Google Ads dashboard, which is different from the usual process of reviewing search queries or other ad placements.

The new Performance Max campaign placement report provides information on where and how often ads from Performance Max campaigns appeared on various placements across the web. Unfortunately, the report is limited to showing only ad impressions, without including other performance metrics like clicks, costs, and conversions.

Steps to Opt Out of Google Search Partner Placements

Starting in March, Google provided advertisers with the ability to exclude specific placements from the Search Partner network across all their campaigns, including Performance Max. This exclusion can be managed at the account level through the creation of a placement exclusion list within the Google Ads dashboard.

To implement this, advertisers need to navigate to the “Tools and Settings” menu, select “Shared Library,” and create a new exclusion list. This list will be applied across all campaigns in the account, with new exclusions taking up to 12 hours to take effect. ?

Gaining Better Control Over Your Brand's Online Presence

The introduction of detailed placement reports and exclusion options by Google Ads marks a significant improvement in giving advertisers more control over their ad placements. These tools are designed to enhance brand safety by providing greater visibility and control over where ads appear on the web. Advertisers are encouraged to regularly review and update their exclusion lists to ensure their ads are placed in suitable environments, maintaining a positive brand image.

?