See examples across the web of where your ads will appear on the Bing and Google search partner networks, with assessments of these options.
- [Narrator] Understanding your ad distribution options across Bing and Google search partner networks is essential. It is a dynamic industry with thousands of partners in the overall network. But it helps to have good understanding of what you opt in for. The image on top represents the settings area where you specify to Bing which networks it should target and exclude. The image below is what it looks like in Google. In reality, what do the search partners look like? When you select the option "Bing, AOL, and Yahoo owned and operated only", if this is your targeting option, then you know that these are the search engines themselves and you know what the user experience looks like as you can see on the screen.
However, if you selected "Bing, AOL and Yahoo syndicated search partners", your ads may start showing up for some rather unconventional search results, as implemented by the syndicated partners. And as you can see here on the screen, it looks different than a search engine. You should use Bing as reporting in this case, to see if these search partners can deliver equally high conversion rates and low bounce rates. With Google, we know what its standard search would look like, as you can see here on the screen.
And it's generally a reliable and high converting source of traffic, which is great. But do you know what Google search partners look like and what their conversion metrics are like? For example, this is a Download website where the user intent is to find free downloads. However, on top of its internal search results, it provides Google search partner results for products that are not free. And having experimented with things like this relentlessly, and advising clients on it, I can tell you that search results like this do not convert as well as Google search itself.
So the next time you create a new campaign, do think about where you'd like your ad to be shown and do a bit more research like I just shared with you in the above example, because that way, you can really focus on where the value is and opt out of traffic that doesn't convert. Remember, you're always free to run tests and contact the ad network for support if your audit reveals a quality issue.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising