Google has added the most important update that advertisers have ever waited for. They have introduced Search Partner reporting, allowing advertisers to view the locations where the Google ads are displayed. You can review the ad placements and decide whether the search partners deserve a place in your client’s budget.
With the latest update, Google silently introduced a change many advertisers have been waiting for the past years, that is the site-level reporting for the Search Partner Network.
Until now, advertisers could only opt in or out, with very little understanding of where the Google ads showed. But this update will finally give advertisers visibility into where the budgets are being spent.
What has Changed?
The new method applies to search, app campaigns, and shopping. You can easily see which partner sites served your client’s Google ads and the level of impressions each ad is getting. You may think of it as placement data, which we already get in Performance Max but the fact is it’s just extended to Search Partners.
Partner quality has been a major concern for Google and this update follows other moves Google has made to address long-standing concerns. This year, Google introduced brand safety pre-screening options with IAS, Double Verify and Zefr.
Google also announced that parked domains will be opted out by default by the end of 2025. The visibility update has made things more interesting, as it was like the missing piece that made the rest of those updates more usable.
How Are Advertisers Reacting to This Update?
Anthony Higman first found out about the update and shared his opinion on X. He said he still most likely won’t be participating in the search partner network, but this is unprecedented and what all advertisers have been requesting for decades.
Other advertisers applaud Google for giving data to advertisers and making things more accessible. Many people are also somewhat sceptical about the update.
Why Does This Matter?
The search partner network reporting is beneficial and it was tough to justify opting in. Now, advertisers will have the data to audit where ads run and they will decide if it fits their brand standards. The information is good only if advertisers make the right decision using it.
All you have to do is look beyond impressions. You can use the conversion data to figure out which placements are driving useful traffic versus noise.
If you are sceptical about search partners, this update is an opportunity to take another look with data in your hand. If you have opted in already now you have a way to understand which placements help the campaigns and which ones do not.
