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Pros and Cons of Google Search Partners


Hi there, I'm Morgan, Paid Media Director here at Marcel Digital. Let's talk about Google Search Partners.

Search Partners is a feature within Google Ads that can extend your reach and increase your ad visibility. It can be a valuable addition to your online advertising strategy, but like any tool, it has its own sets of pros and cons that should be carefully considered.

The first pro is expanded reach. One of the biggest advantages of Search Partners is the ability to extend your reach. Your ads are displayed not only on Google search results but also on a network of partner websites and different apps. This means you can connect with a broader audience and reach more users, potentially increasing your brand's exposure.

The second pro is increased website traffic. Search Partners can boost your website traffic significantly by tapping into additional sources of web traffic beyond Google's search results. This means you have the opportunity to attract more visitors to your website.

Now, let's talk about the cons. The first con is the potential for lower quality traffic and conversions. While your ad reach expands, not all the traffic may be highly engaged or quality conversions. It's important to carefully monitor the quality of traffic and make adjustments as needed, as well as make sure you have advanced tracking strategies in place to better understand the quality of the traffic you are serving ads to and the leads being driven.

The second con is budget management challenges. Due to the increased reah and potential for higher click volumes, your advertising budget may be spent faster when you're using Search Partners. This can mean higher costs and a need for more diligent budget management. It's super important to look at the split between Google search and Search Partners, as we often see higher percentages of our ad budget going towards Search Partners if you don't have advanced tracking strategies in place. The third con is monitoring difficulty. Unlike advertising solely on Google, you have less control over where your ads are being displayed on partner websites. This can make it more challenging to monitor and optimize your campaigns effectively. Google also doesn't offer up the details on where your budget is being spent, so Search Partners often result in media dollars being refunded because of invalid clicks from spammy websites.

At the end of the day, Search Partners can be a valuable tool for your business, but it's important to weigh the pros and cons in the context of your business. If you have any questions, leave them in the comments below or visit to learn more. Thanks for watching.

  • Paid Media

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