Here’s the breakdown of Google’s update to the Search Partner Network (SPN):
Changes:
- Opt-out option removed: Previously, advertisers could opt out of showing their ads on the SPN entirely. This option is being removed.
- Increased control: Google is giving advertisers more control over where their ads appear within the SPN. This includes:
- Impression-level reporting: Advertisers using Performance Max campaigns will be able to see exactly which websites and apps their ads showed on (starting March 4th).
- Account-level exclusions: If you exclude certain websites or apps from showing your ads, this will now apply to the SPN as well as YouTube and display ads.
Why the update?
This update comes after a report by Adalytics raised concerns that Google was placing ads on inappropriate websites within the SPN. Google denies these claims, but they are clearly taking steps to address advertiser concerns about brand reputation and ad placement.
What is the Search Partner Network?
The SPN is a network of websites and apps that partner with Google to display search ads. This network goes beyond traditional search engines and includes:
- Major Google properties like YouTube and Google Discover
- Other websites that might not be directly related to search
By giving advertisers more control, Google hopes to improve the quality of the SPN and make it a more attractive option for advertisers.
Here’s some additional information to continue the discussion on Google’s Search Partner Network update:
Potential benefits for advertisers:
- Wider reach: With the opt-out option removed, advertisers can potentially reach a larger audience through the extensive SPN network.
- More targeted placements: The increased control features like impression-level reporting and account exclusions allow for better targeting and avoiding unwanted placements.
- Improved brand safety: By closely monitoring ad placement and excluding unsuitable sites, advertisers can mitigate the risk of their brand appearing next to inappropriate content.
Potential drawbacks for advertisers:
- Increased management workload: Monitoring impression data and managing exclusions across a vast network can be time-consuming.
- Performance uncertainty: Without the ability to completely opt-out, there might be a period of adjustment while advertisers learn how to optimize ad placement within the SPN.
- Reliance on Google’s filtering: Despite Google’s efforts, there’s still a chance ads might appear on sites that don’t align with the advertiser’s brand.
Overall, the update presents a trade-off for advertisers. They gain access to a wider audience and potentially more targeted placements, but it comes with the responsibility of actively managing ad placement within the SPN.
Looking forward, it will be interesting to see how this update affects advertiser behavior and the overall effectiveness of the Search Partner Network.
Citation
https://searchengineland.com/google-search-partner-network-update-control-437948
