What are some best practices for creating and managing search network partner lists?

You should be able to cut down on wasted ad spend by excluding the partners where you are sure your target audiences don't visit. In general, because ad managers aren't able to do this very well and it takes a lot of effort, so we sort of dislike using search partners as an ad strategy :)

When creating and managing search network partner lists, it's essential to start by regularly reviewing performance metrics like click-through rates and conversion rates. Identify top-performing partners and exclude those that consistently underperform to optimize ROI. Utilize Google Ads' Placement Report to monitor partner performance and adjust bids accordingly. Maintain a balance between inclusivity and specificity in partner selection, focusing on relevance to your target audience and campaign goals. Lastly, test different bidding strategies and periodically refresh partner lists to adapt to changing market dynamics and maximize campaign effectiveness on the search network.

Focus on specific KPIs for each partner. Track the quality score of ads on partner sites. Use heat maps to see how users interact with your ads. This detailed look helps you find where to improve, increasing user engagement and conversions. By understanding user behaviour on each partner site, you can tailor your strategies more effectively.

Use machine learning for bid optimisation. Algorithms predict the best bids for each partner using past data. This ensures your budget is used well, boosting ROI. Regularly compare these predictions with actual results to refine your approach. This method adapts to changing trends, keeping your strategy sharp.

Localise your ads for each partner's audience. Use regional language and references. Test different local versions to find what works best in each area. This increases ad relevance and user response. Tailored ads connect better with specific audiences, enhancing campaign impact.

Use predictive modelling to guess how different campaign choices will do. Use these insights for your tests, focusing on high-impact options. This makes your experiments more useful, leading to better decisions. Testing based on predictions can reveal the most effective strategies for your campaigns.

Trial running a campaign with your highest-performing search partners. If this list is scalable then it could be used as an 'allow list' and rolled out across multiple accounts within an MCC. Conversely, you could exclude partners and form a "deny list".

Add competitive analysis to your reviews. Check what partners competitors use and how they do. This helps you spot new partners or drop ones that don't work well, keeping your approach fresh and competitive. Staying aware of the competition helps you stay ahead in your strategies.

5 often-missed points: 1/ Partner Performance Analysis: Regularly analyze which partners are driving quality traffic, not just quantity. It’s easy to overlook performance beyond impressions. 2/ Geographic Relevance: Ensure your partners align with your target locations. Poor geographic matches dilute your ROI. 3/ Custom Exclusions: Actively exclude underperforming or irrelevant partners. Many forget this and waste ad spend. 4/ Seasonality: Adapt your partner list for seasonal campaigns. Different partners may perform better at different times of the year. 5/ Mobile Optimization: Don’t overlook partner performance on mobile devices. Some partners might perform better or worse on mobile versus desktop.