Save Money by Assessing Cross-Network Performance in Google Ads

Are your Google Ads search campaigns spending money on the search partners and display partners networks?

Assessing your cross-network performance in Google Ads is a great way to cut costs, and ensure your advertising budget is being allocated most efficiently.

Google will default to opting search campaigns into the search partners and display partners networks, but these networks don’t often produce great results.

Regardless, reviewing your cross-network performance is crucial if you’re advertising Google Ads search campaigns on the search partners or the display partners networks.

If you would like to get a comprehensive list of other simple but necessary Google Ads optimizations, sign up to receive our Ultimate Google Ads Checklist.

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Video Transcription

0:05
Hey this is Kelly one of the analysts
0:07
here at Main Street ROI and we like to
0:10
help small businesses with their digital
0:12
marketing
0:14
and today’s Main Street marketing tip
0:16
video we’re going to assess the
0:20
performance of cross-network ads in your
0:24
search campaigns
0:26
so if you’re you know if you’re an
0:29
Advertiser and you are running search
0:32
campaigns with display and search
0:36
partner expansion turned on and you’re
0:39
running into wasted ad spend in the
0:41
account or higher cost per conversion
0:43
then you should be able to reduce the
0:46
wasted spend in that account and
0:48
optimize for better results once you’ve
0:51
watched this video
0:53
so when you’re in the Google ads account
0:56
and you have your campaigns pulled up in
0:59
the dashboard here
1:00
you can just view all of your enabled
1:03
ones
1:04
you can actually segment these campaigns
1:08
out
1:09
based on the network
1:12
so if we select network with search
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Partners in this menu here
1:19
it will
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expand your results and it will show you
1:25
what the Impressions clicks conversions
1:28
and other stats are for your campaign
1:33
according to the network where your ad
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displayed
1:37
so if you go to
1:39
um
1:40
the conversions here
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and I’m just pulling the all-time data
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for these active campaigns in this
1:47
account so if you look at the Google
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search results you can see that we have
1:55
thousands of conversions in this account
1:57
for the search Network this is a search
2:00
campaign so if we had enabled the search
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Partners as well you can see that it is
2:08
generating a pretty good amount of
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Impressions so you are having your
2:12
impressions spread out across search
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partner Networks
2:17
The Click rate the interaction rate is
2:20
much much lower for the search Partners
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ads that people see just like a one
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percent click through rate
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and you’ll also see that you’re spending
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thousands of dollars over the course of
2:34
a year depending on what your you know
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what your daily budgets are in the
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campaigns but but for instance these
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uh these numbers here
2:45
reflect the performance of these
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different networks so like here you can
2:49
see on the Google Display Network
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this campaign spent
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315.98 so far on displaying their ads in
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the in the Google Display Network
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um however it’s not produced a single
3:06
conversion so this would be an
3:08
opportunity for your business to Omit
3:12
that wasted ad spend and go into your
3:16
search campaign settings and go ahead
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and remove your search campaign from
3:22
being displayed on the Google Display
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Network
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you can also go and look at your cost
3:30
per conversion so the cost per
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conversion for our standard search
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campaign here on the search network was
3:39
4.25
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and it was converting at a 53 conversion
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rate which is awesome but if you look
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down at the search Partners statistics
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here you’ll see that we did get a few
3:51
conversions we got 59 conversions here
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but it cost you know four four or five
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times the amount of these conversions
3:59
that were on the search Network so
4:01
twenty dollars per conversion as opposed
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to 4.25 so that conversion rate was much
4:07
much lower and in this case you would
4:11
want to just go ahead and remove your
4:13
ads from the search Partners Network as
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well because we just want this you know
4:18
this ad budget that that you’re spending
4:21
here 1169.65
4:25
and then your 300 some odd dollars on
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the Display Network we would much rather
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funnel all of that budget to have nearly
4:33
fifteen hundred dollars going back into
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this search only Network so that we can
4:39
get more of these conversions at 4.25 as
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opposed to wasting that that spend on
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networks that are just not performing as
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well and we we generally will see this
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um
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down the line for pretty much
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most Industries if you do look at it by
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which network is performing best
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oftentimes you’ll find that you’re
5:04
seeing that you’re you’re getting wasted
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spend in many campaigns
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not just one so
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um you know rule of thumb is we
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generally will suggest only doing the
5:15
search Network and not expanding on the
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Display Network or in the search
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Partners Network so how you do that is
5:24
you click on your campaign
5:26
and then you go down to your campaign
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settings here
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and this is where you should double
5:32
check all of your campaigns to see what
5:34
you currently have enabled
5:37
this is the campaign name here
5:40
so if as you can see we have the Google
5:45
search Partners Network as well as the
5:47
Google Display Network
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as an option here now it looks like we
5:53
had already opted out of the Google
5:54
display network based on that conversion
5:57
data and today we’ll just go ahead and
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opt out of the Google search Partners
6:01
Network as well because those
6:03
conversions are nearly five times more
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expensive than the ones on the search
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Network alone
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so we’re going to save that
6:15
and so at that point once you’ve
6:17
adjusted it you should save hundreds of
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dollars over the course of a year if not
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thousands of dollars over the course of
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the year I really hope that this was
6:25
helpful to you and that you maybe
6:27
learned something new and if you would
6:30
like to get some more information there
6:32
is a free Google ads checklist that you
6:36
should see a link to below and I highly
6:39
encourage you to take a look at that if
6:41
you know if if you want some assistance
6:43
with your Google ads or any any other
6:46
marketing efforts as far as social
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Google search we do help with Bing ads
6:53
as well and we also help marketing
6:55
agencies assist their their clients so
6:59
we do have you know many Avenues where
7:02
we could assist you and and help you
7:04
achieve your goals as a small business
7:06
so definitely download that checklist
7:08
and contact us if there’s any way we can
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help at all we are happy to do it
7:15
thank you
7:17
[Music]