Why Third Marble Marketing is Shifting Away from Search Partners

In the fast-paced world of digital marketing, chasing the biggest reach at the lowest cost can be tempting. However, at Third Marble Marketing, we prioritize quality over quantity. That’s why we're moving away from Google Search Partners (GSP) for new accounts and selectively assessing its use for existing campaigns. This allows us to fine-tune your targeting and focus your budget on delivering qualified leads that drive real business growth.

While this might raise some eyebrows, hear us out. Turning off search partners won't be without its repercussions. You may see a shift in campaign metrics, such as increased cost per conversion or a dip in traffic. But trust us, these short-term adjustments pave the way for a far more efficient and impactful campaign in the long run.

So, what exactly are we preventing by taking this stance?

1. Brand Misalignment: Imagine your ad popping up on a website riddled with misinformation or offensive content. Not a good look, right? Adalytics, a platform that records and analyzes digital advertising data, used publicly available data to identify websites within the GSP network. They found countless examples of major brands' ads appearing on inappropriate websites, raising brand safety and reputational risks. 



According to Adalytics, one instance entailed a major Fortune 500 brand that had ads being served on “websites such as Breitbart.com, sites containing pirated content, hardcore pornographic sites, and hundreds of putative Iranian websites.” By severing ties with search partners, we regain control over where your ads appear, ensuring they resonate with your brand values and target audience.

2. Dark Web Depths: Have you ever heard of the dark web? It's a hidden underbelly of the internet where your ads could potentially end up, reaching the wrong eyes and tarnishing your brand reputation. Lack of transparency surrounding GSP websites raises brand safety concerns. 

As previously stated, ads can appear on questionable websites, including sanctioned entities, pornographic content, and the dark web. By closing this backdoor, we keep your campaigns clear of these murky waters.

3. Quality Over Quantity: Remember that "dip in traffic" we mentioned? Well, it's not about chasing random eyeballs anymore. We're aiming for laser-focused targeting, driving qualified leads who are genuinely interested in your brand. After all, fewer wasted impressions means more valuable conversions.

4. Efficiency Amplified: A tighter, controlled network translates to streamlined campaign management. You'll benefit from clearer data insights, better budget allocation, and greater control over your marketing efforts.

Going Forward

Overall, we understand that change can be unsettling. However, this decision isn't about taking away – it's about giving you something much more valuable: a campaign that ensures your brand reaches the right audience and delivers measurable results.

The lack of transparency that’s all too common with GSP makes it difficult for advertisers to control where their ads appear and maintain brand safety. It also raises concerns about ad effectiveness and potential wasted spending. Advertisers should be aware of the potential risks associated with GSP and advocate for greater transparency from Google. Moreover, they should consider alternative targeting options to ensure brand safety and campaign effectiveness.

At Third Marble Marketing, we're committed to quality, transparency, and taking control of your brand's online presence. This step might seem counterintuitive at first, but trust us, it's the foundation for building a more sustainable and impactful marketing strategy for the future.

Ready to join us on this journey? Get in touch and let's talk about how we can leverage this shift to build your brand's best campaign yet.