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Temporary Opt Out of Search Partners for P-Max

Food Brand NDA

Temporary Opt Out of Search Partners for P-Max

Understanding the New Search Partner Opt Out Feature

In a significant update that’s stirring the paid search community, Google paid search has recently announced a temporary provision for advertisers to opt out of the Search Partner Network (SPN), even for Performance Max (PMax) campaigns. This change, a response to the findings of an Adalytics report, represents a pivotal shift in how advertisers manage their campaigns on Google’s expansive network.

Traditionally, the inclusion in SPN meant that ads could appear alongside a broad range of content, not all of which aligned with a brand’s values or image. The Adalytics report suggested that ads were displayed next to questionable content, causing a stir among advertisers and brands. One notable reaction was from a brand that withdrew its PMax spend after the report’s release on November 28, only to reinstate it once Google provided the option to opt out of SPN for PMax and App Campaigns.

The Impact on Paid Search Campaigns

This development is more than just a reactive measure; it’s a game-changer for paid search experts. The ability to opt out of SPN gives advertisers greater control over where their ads appear, ensuring alignment with brand values and audience preferences. This heightened control can lead to more effective ad placements, potentially increasing ROI and reducing the risk of reputational damage.

While some may view the opt-out as a limitation in reach, it’s a strategic move towards quality over quantity. By carefully selecting where ads are shown, brands can focus on placements that yield better engagement and conversions. This shift also underscores the importance of regularly reviewing and adjusting campaign strategies to align with market dynamics and brand objectives.

Leveraging the Change for Optimal Performance

Introducing the search partner opt out option is a timely reminder for paid search experts to revisit their campaign strategies. It’s an opportunity to reevaluate the balance between reach and relevance, ensuring that ad placements are not only widespread but also resonate with the target audience.

Advertisers must stay vigilant and adaptable, continuously monitoring the performance of their campaigns across different networks. This change is a testament to the fluid nature of digital advertising, where agility and informed decision-making are key to success.

For those looking to capitalise on these new developments, now is an ideal time to reassess your Google Ads campaigns. At PPC Geeks, we offer an unmissable 100% free Google Ads audit, availability is limited so book your FREE PPC review today. Find out how your Ads account stacks up against the best in the business!


For more insights, refer to this detailed Adweek article.


Siobhain McConnell

Siobhain started her career in Software Engineering, diversifying her skillset to align with growing trends in Website Development and Internet Marketing. After spending a number of years in SEO consultancy, Siobhain is perfectly placed to translate technical data into language that empowers clients to make the best decisions for their business.

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