Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

Understanding the Google and Bing search partner networks and how they work

From: Pay-Per-Click Fundamentals

Video: Understanding the Google and Bing search partner networks and how they work

Both Google and Bing have what they call partner networks You cannot control which search engines or pages your ads appear on, nor can On average, I have seen good results from Once in awhile, I have seen spikes in impressions, but not Additionally, while you were in this area, in the campaign settings tab, you might On Bing Ads, they have a syndicated search partner network, which shows Bing It is enabled by default in all new ad groups.

Understanding the Google and Bing search partner networks and how they work

Both Google and Bing have what they call partner networks that are different from their regular search, display, and content networks. In this lesson, we'll walk through their respective partner networks and how you might best utilize them in your PPC efforts. First up, the Google search partner network. By default, this is enabled in all new campaigns, and is a network of other search engines or other search results pages chosen by Google. You cannot control which search engines or pages your ads appear on, nor can you exclude any, as you cannot see a list of these sites in your metrics. Examples of sites that we know are included in the search partner network are AOL.com, Ask.com, and About.com.

You can disable this feature under the campaign settings network area by unchecking the box. I recommend leaving it enabled on new campaigns and reviewing the click and impression volume for the search partner network on the campaign tab. On average, I have seen good results from the search partner network, despite the lack of visibility. The thing to remember is that it is based on the search, even though it's not on google.com, it is still a query based result. Which means that the targeting is better than that of displayer content networks. Once in awhile, I have seen spikes in impressions, but not necessarily clicks in a campaign over a short period of time.

So about a week. This seems imbalanced, and often the culprit is the search partner network. Unfortunately, the only fix at this time is to disable to network for a couple of weeks and see if your statistics bounce back. If they do, and you want to give the search partner network another try, simply recheck the box. Additionally, while you were in this area, in the campaign settings tab, you might have noticed that there is also an option for search network with display select. Display select is an option where Google tries to use additional search signals in order to better select sites that your ad will perform well on.

And does mix search and display a bit. I do not recommend this option for new advertisers. Stick to the search network and search partner networks for now. On Bing Ads, they have a syndicated search partner network, which shows Bing Ads text Ads and Bing Ads partner sites in their sites' search results pages. For example, PC World is a part of this network where if you were to go to PCWorld.com and perform a search on the site. The results that display are still on PCWorld.com and include pages on that site, but they also display Bing ads alongside of them.

So here's a breakdown on how Bing Ads Syndicated Search Partner Network works. It is enabled by default in all new ad groups. I recommend that you start with Bing and Yahoo search only and deselect the option. And no, you can't see the traffic differences between Bing.com and Yahoo.com. Its known as the unified marketplace. You can, however, run a placement report to see what syndicated search partner network sites your ads have appeared on. And you can block those sites that are doing poorly or seem irrelevant. Remember this network is enabled by default in new ad groups and can be turned on or off at the ad group level only.

I recommend when creating new campaigns to have only www.bing.com and www.yahoo.com search enabled and not the search partner network. If you want to target the search partner networks, I recommend creating a duplicate new ad group or campaign and target from there. While you can't see if your ads appeared on Bing.com or Yahoo.com and target them separately, you can tell which sites in the partner network your ads did show on. Simply run the website placement report in the reporting area of your Bing ads report, just the same as you would do with Google display or Bing content networks. And you'll want to choose sites here to exclude, based on performance, to increase the amount of impressions and budget going to sites that do perform.

Always run search, syndicated search, and content network separately in bend. The volumes will be small, and you might think it not worth the effort. But trust me, it is definitely worth the effort to either opt out, or separate. In conclusion, search parts of your networks aren't a major part of the PVC account. But they are an important source to not only capitalize on, but more importantly keep an eye on for run away clicks and impressions.

Show transcript

This video is part of

Image for Pay-Per-Click Fundamentals
Pay-Per-Click Fundamentals

34 video lessons · 4487 viewers

Elizabeth Marsten
Author

 
Expand all | Collapse all
  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ .

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Pay-Per-Click Fundamentals.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member ?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferences from the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Learn more, save more. Upgrade today!

Get our Annual Premium Membership at our best savings yet.

Upgrade to our Annual Premium Membership today and get even more value from your lynda.com subscription:

“In a way, I feel like you are rooting for me. Like you are really invested in my experience, and want me to get as much out of these courses as possible this is the best place to start on your journey to learning new material.”— Nadine H.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.