Let’s say you are running a couple of campaigns on Google Adwords and you are trying to figure out ways to optimize your campaigns. You have optimized your landing page, your keywords, your ad headlines, and everything else under the sun. Is that all you can do? The answer is no. One important factor that most marketers miss about pay per click campaigns is the quality of clicks that you are receiving on Google network. At the end of the day, Google clicks have a different quality than AOL or other search network clicks. Now, I am not suggesting that Google clicks are more valuable than other clicks. It all depends on what you see in your data, but you should always seperate your campaigns to figure out how the clicks from the search network are doing.

One easy way to do that is by having to absolutely identical campaigns on Google Adwords. One that has Google and search network checked and one that has only Google checked. You should then increase the bids on your Google only campaign by 10-20% and keep everything else identical. What that does is make sure that your Google only clicks go through your Google only campaign. All the other clicks that you receive on your G+S campaign will be likely from the search network. Now you got to make sure you give all your keywords their unique URLs so you can measure their success.

Depending on your product type, you may find that Google search network is useless to your business. But unless you have hard data to back it up, you shouldn’t discard the search network. By seperating your Google clicks and search network clicks, you can gather enough data to take your campaigns to the next level.