Time and time again, advertisers get burnt when they opt-in to the Search Network Partner options in both Google and Bing/Yahoo. Sometimes, advertisers feel like it’s working because they are seeing leads at a better Cost per conversion (which is very deceiving) and others feel like its a total SCAM. Regardless of the advertisers experience and opinion, PPC marketers need to take a deeper dive into the quality of these network partners, because if they don’t, it’s rather embarrassing.
AdCenter Distribution Confusion
Currently Yahoo & Bing offer (4) four different options are reaching different audiences, and conveniently (just like Google) all new campaigns default to all four of them.
The Irrelevancy Reveals Itself
Now, someone might say that having all of these different targeting options is a good thing. However, a simple AdCenter Report will reveal that the quality of some of the partner sites is pretty disgusting. For example, here are just a few of the network partners.
domainnotfound.optimum.net (doesn’t even work)
Don’t Get Blinded By Unqualified Conversions:
For PPC Marketers, understanding and dealing with Lead Quantity and Lead Quality is a difficult conundrum, especially when it’s the client/advertiser who receives the form, chat or phone request from the PPC source. Now, with the Search Network Partners it becomes even more difficult to manage the quality of the lead. In essence, just because an advertiser might see more conversions or better Cost Per Conversions does not mean SUCCESS. In fact, it could be a huge failure.
Search Network Partners from either Google or Yahoo/Bing are very suspect and need to be monitored very closely. As seen in this post, the quality of partner sites is pretty bad and does not paint a pretty picture for the Agency who is responsible for putting their faith in these platforms to deliver.
So word to the WISE.
- Double and Triple check the Distribution Settings
- Separate Partner sites as much as possible
- Run Network reports as soon as you can
- Work with the client to ensure lead quality