Google Text Ads: How does Per Partes work?

Paweł Updated by Paweł

It’s a process of gradually enabling keywords in your ad group, starting with the longest keyword. This feature makes sure that the longest keyword will be turned on first & if it doesn’t have enough search volume, we will pause the current keyword & turn on the next shorter keyword. Keywords are checked every 4 hours for their eligibility.

First Attempt
adidas adissage Unisex Swimming Sliders Flip-Flops Black ( Turned ON but Low Volume )
adidas adissage Unisex Swimming Sliders Flip-Flops ( Paused )
adidas adissage Unisex Swimming Sliders ( Paused )
adidas adissage Unisex Swimming ( Paused )
Second Attempt – After 4 Hours
adidas adissage Unisex Swimming Sliders Flip-Flops Black ( Paused )
adidas adissage Unisex Swimming Sliders Flip-Flops ( Turned ON but Low Volume )
adidas adissage Unisex Swimming Sliders ( Paused )
adidas adissage Unisex Swimming ( Paused )
Third Attempt - After 4 Hours
adidas adissage Unisex Swimming Sliders Flip-Flops Black ( Paused )
adidas adissage Unisex Swimming Sliders Flip-Flops ( Paused)
adidas adissage Unisex Swimming Sliders ( Eligible Keyword Found )
adidas adissage Unisex Swimming

The remaining keywords won't be turned on after an eligible keyword has been found. But since we are using Broad Modifier match type, it will cover the shorter more generic keywords anyway.

You can turn Per Partes off if you want to activate all truncated keywords which will maximize impressions & clicks but more generic keywords will also get you a lot of unwanted & irrelevant traffic driving the cost higher without many conversions, especially when you are using Broad match type.

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