Mike Ryan highlights that the Search Partner Network (SPN) yields a return on ad spend (ROAS) 37% lower than Google Search ads, indicating its inefficiency for conversion despite being a budget-friendly option.
Mike emphasized that prior to March 2024, Performance Max placements were negligible, making up only 0.1% of campaign impressions, but after that, it surged to a median of 5.3%. He noted that these gains are consistent throughout the Google Ad network.
On analyzing 8.5 million Shopping impressions from Black Friday, Mike found that 5.4% were allocated to SPN, aligning closely with the median value found for Performance Max placements, underscoring the pervasiveness of this trend.
Mike's strong advice is to exclude the search partner network placements at the account level for all campaign types, including Performance Max, to optimize ad spend efficiency.
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