Google’s Search Partner Network Gains New Control Features

Thanks to a recent update by Search Engine Land, we’ve got some fresh intel on changes Google is making to its Search Partner Network (SPN) that you’ll want to keep an eye on. Starting March 4, a major adjustment aims to give your ads better placement control, particularly for those utilizing Performance Max.

What does it mean?

This update signifies a shift towards increased transparency and control for advertisers. With the new features, you’ll receive detailed reports showing exactly where your ads are being placed within the SPN. Furthermore, any exclusions you set at the account level for ad placements will now extend to the SPN, alongside YouTube and display ads. Google’s decision to enhance control comes in the wake of criticism regarding ad placements on questionable websites.

Why you should care?

Brand safety is at the forefront of this change. The ability to exclude certain sites ensures your ads avoid undesirable locations, protecting your brand’s reputation. A deeper insight into ad placements within the SPN also means you can make more informed decisions aligning with your marketing goals. Handling your ads’ placements with finesse could be the difference between success and setback in your campaigns.

Is there anything you should do about it?

Getting ahead of these changes is crucial. Familiarize yourself with the new SPN control features as soon as they roll out. Considering the complexity of efficiently navigating ad placements while safeguarding your brand, consulting with a PPC agency can provide the expertise needed to optimize your ads’ performance. On another note, the Search Partner Network is more than just Google and YouTube; it’s a vast network of sites. Knowing the ins and outs of SPN can significantly enhance the reach and impact of your campaigns. Instead of going at it alone, incorporating insights from a seasoned SEO company might also uncover additional opportunities for your online presence.

Last but not least, transparency and control in digital advertising are continuously evolving. Staying updated and leveraging new features to your advantage is a prudent approach to digital marketing. For those looking to dig deeper, exploring detailed investigations like Adalytics’ report on SPN could provide further clarity and direction.

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Erez Kanaan Founder & CEO
Erez Kanaan is passionate about the latest tech in advertising as he is about family game nights. As a dad, husband, and the brains behind Kanaan & Co., he’s all about mixing innovation with personalization.