Kosten Adwords verlagen – deel 2 – zoekpartners
In mijn blogreeks om Adwords budget te besparen geef ik deze keer mijn mening over de zoekpartners van Google. Dit is een optie in Google Adwords wanneer een advertentiecampagne voor het zoeknetwerk is aangemaakt.
Zoekpartners uitvinken
Standaard staan alle zoekpartners aangevinkt in Google Adwords. Hierdoor wordt je advertentie op meerdere websites getoond, dus niet alleen bij het zoeken in Google.com. Je advertentie zal ook op bijvoorbeeld marktplaats.nl komen.
Ik zet deze altijd uit omdat deze posities duurder zijn dan het adverteren in Google (de partners willen ook een deel van click) en bezoekers zijn op die pagina’s niet altijd op zoek naar het product.
Uit onderzoek blijkt dat advertenties op websites van zoekpartners minder vaak geklikt worden dus je CTR (click through rate) is lager.
Wanneer zet ik de zoekpartners aan?
Natuurlijk zit de optie om te adverteren bij zoekpartners er niet voor niks in en is deze functie zelfs goed in te zetten.
Ik vink de optie om te adverteren bij zoekpartners in de volgende situaties aan:
- de campagne is heel strak ingericht en het dagbudget wordt niet behaald;
- de campagne is niet direct ingericht op conversie maar op naamsbekendheid;
- de campagne moet snel een groot publiek bereiken;
- de campagne is gericht op het verzamelen van doelgroep lijsten voor remarketing.
Weetjes over zoekpartners
- Google blijft vaag over alle zoekpartners, ze hebben geen lijst die je kan inzien.
- De kwaliteitsscore van de campagne wordt niet beïnvloed door de CTR van de zoekpartners.
- Wanneer je gebruik maakt van zoekpartners, kan je in Adwords een onderscheid maken in de statistieken door te segmenteren.
24 Comments on “Kosten Adwords verlagen – deel 2 – zoekpartners”
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