Things to Know About Google Search Partners

One of Google’s earliest creations, the Google display network contributed to the success of the Google Ads platform. Google introduced its new platform, Google AdSense, in 2003, three years after the launch of Google Ads. If you have used either platform, you should be aware of the main differences. The first significant distinction is that advertisers who wish to display advertisements to users via the Google search partner network can use Google Ads. Google AdSense, in contrast to Google Ads, is for publishers who want to promote Google products on their websites. To join Google AdSense, sites should apply to Google to check whether they meet the criteria to become Google Search Partners. In the event that they are successful, they’ll have the option to begin showing ads on their site while being paid a commission. Google has increased its network reach by introducing this third-party display network, which has attracted numerous advertisers.

Working of Google Search Partners

Google Search Partners comprises a network of various pages and businesses that work with Google to display ads. Through Google Ads, you can purchase clicks from the Search Partners network, and your ads will be displayed on the network’s pages. These pages include:

  • Google’s search-related sites like Google Shopping, Maps, Images, and Groups
  • Directory pages of various sites
  • Search results pages
  • Internal search results and product pages on popular sites like eBay, Amazon, Walmart, Target

In your Google Ads campaign settings, you have the option to exclude Search Partners by deselecting the “include search partners” button. Using the segment button in your “all campaigns” menu, then segment by “Network (with search partners)”, is a helpful way to evaluate if this feature is beneficial for you. Consider asking yourself the following questions:

  • Is your account operating on a limited budget? If so, turning off Search Partners might be beneficial, as they tend to have a higher cost per conversion
  • Are you achieving at least 20 percent more clicks with Search Partners? This is a commendable performance, and if you have sufficient data for analysis, this can be used as a benchmark
  • Are Search Partners underperforming on specific campaigns? If this is the case, you can pause your Search Partners by navigating to your settings

Optimizing your campaigns for Search Partners can be challenging, and many experts suggest that it might be more hassle than it’s worth. Bing, however, offers a simpler process, allowing you to set up Search Partner-only campaigns and even segment your campaign to specific search partners. This data may aid you in understanding how your Google campaigns are performing. You may also take help of PPC services providers to setup and maintain your campaign.

How to Become a Google Partner Website?

Embarking on the journey to become a Google Partner Website requires applying to Google and going through a manual assessment to determine if the site is a good fit. While any site can apply, not all are accepted. Being a Google Partner Website isn’t akin to having a Google partner certificate as an agency does. There isn’t a special emblem or logo for your website; instead, it simply signifies that you have the approval to display ads on your site. This can be a lucrative opportunity for website owners looking to monetize their traffic through pertinent and targeted search ads.

How to Find if You Should Become a Google Search Partner Website?

Now that you know what a Google Partner Website is and how to become one, is it the right move for you? Here are some factors to ponder before signing up.

  1. Firstly, consider the nature of your website. If it’s a professional corporate site offering products and services, becoming a partner may not be beneficial. Big businesses and professional websites tend to avoid displaying third-party search ads. Picture the possibility of competitor ads appearing on your site – the potential customer loss could be significant.
  2. Reviewing existing Google partner sites reveals that they are mostly news sites and blogs. These sites typically promote services or products of others rather than selling their own.
  3. If you operate a secondary website and are looking for an easy monetization route, Google partnership might be a viable option. However, ensure you have significant traffic to make the process worthwhile.
  4. Since revenue is generated every time a user clicks an ad on your site, substantial traffic is needed for a reasonable income. A few thousand visitors a month may not suffice. For it to be worthwhile, aim for a minimum of 5,000 unique monthly visitors. The higher the traffic, the better your income potential.

Also Read: How Can Remarketing Boost Your Revenue?

Is it Good to Advertise with Google Search Partner Network?

For advertisers, the question of utilizing third-party advertising is often a concern. Default search ads on the Ads network appear on Google’s search engine platform. Users must use Google to see these search ads. However, advertisers can opt for Google partner sites or the search partner network for their campaigns. This increases the visibility of their search ads on third-party websites.

Benefits of Google Search Partners

  • When you create a new search campaign, you opt in to the display network and search partners. This permits your promotions to show up on properties possessed by Google, organizations they have collaborated with, and different sites that sell ad placements
  • Although Google does not publish a comprehensive list of its search partners, websites that display these advertisements must opt in to receive a portion of the advertising profits
  • By expanding your promoting efforts past web index results pages (SERPs) and onto extra sites that Google possesses or collaborates with, the Google Search Partners network can be a valuable tool for acquiring more traffic and conversions
  • You can advertise more widely and stand out from the crowd

Downsides to Google Search Partners

  • The Google display network experiences a higher fraud rate compared to the search platform. Although lower costs and higher click rates are enticing, they may eventually cost more due to the increased potential for fraud
  • Fraudulent click incentives on the display network outweigh those on the Google search network. Fraudsters might click on their own ads to boost their commission, causing advertisers to lose money
  • Many users express dissatisfaction with Search Partners because sites where users narrow down categories to generate a search result are included. This means Search Partners accounts for clicks from users who did not directly input a search
  • Your click count (and associated costs) may surge without a corresponding increase in sales

To Conclude

Google Search Partners can significantly broaden the scope of your advertising campaign. However, it is not a one-size-fits-all solution, and the advantages you gain will be contingent on your particular circumstances and the nature of your company. Most businesses will find Search Partners beneficial as it provides another avenue to display ads to relevant users. But you can make an informed decision regarding whether to include Google Search Partners in your advertising strategy only by carefully analyzing your own data and taking into consideration the potential advantages and disadvantages. The most important thing is to constantly test and update your strategies to get the best results and return on investment.


How do I join the Search Partner Sites network?

Through Google AdSense, websites can apply to become Google’s search partners. The application cycle incorporates a manual review to decide whether the site meets the guidelines to become a partner.

What are the advantages of being a Search Partner Site?

Displaying Google Search Ads on your website can help you make money as a search partner site. Each time someone clicks on an ad on your website, you’ll get paid a commission. Moreover, being a search partner site can expand your site’s perceivability and reach.

How Google selects Search Partner Sites?

Google manually reviews every application to decide whether a site meets the specifications to become a partner site. The amount of traffic to the website, the relevance of the content, and the quality of the website are all taken into consideration.

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