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Mastering the Google Search Network: A Marketer's Guide

When it comes to online advertising, Google stands as a juggernaut, offering a multitude of avenues for advertisers and marketers to explore. One of the most prominent and versatile among these avenues is the Google Search Network.


Google Search Network isn’t confined to a single search engine. Instead, it encompasses a diverse ecosystem of websites, apps, and services that either belong to Google or are powered by its technology. This expansive network includes the Google search engine, YouTube, Gmail, Google Maps, Google Play Store, and more.


Google’s networks can be broadly categorized into two groups:


👉🏻 Google Search Network

This is where the magic of search-related advertising happens. It includes Google Search, Shopping, Google Maps, and Google Groups.


👉🏻 Google Display Network

This network covers Google-owned sites like YouTube, Blogger, Gmail. 


In this guide, we’ll take a look at the evolution of Google Ads, the essence of the Google Search Network, and the various ad types at your disposal. 


A Brief History of Google Ads

Before diving into the intricacies of the Google Search Network, let’s take a quick trip down memory lane to understand how Google Ads has evolved over the years. Google, founded in 1998 by Larry Page and Sergey Brin, began as a research project. It quickly revolutionized the internet by introducing hypertext linking to rank pages, setting the stage for what was to come. 


In 2004, Google introduced its advertising service, originally known as AdWords, which would later become the cornerstone of digital advertising. This was a game-changer for marketers, as it streamlined the process of keyword research and targeting. Over time, Google Ads has continued to innovate, introducing features like Smart campaigns and Shopping ads, making advertising more accessible and effective. 


Fast forward to 2024, Google’s advertising landscape has expanded far beyond standard Search Ads. The Google Network encompasses a diverse array of sites, apps, and services, all interconnected through the power of Google technology. 


The Power of the Google Search Network

Our focus today is on the Google Search Network, a dynamic platform that offers marketers an impressive range of ad types. Whether you’re looking to showcase your products, engage with potential customers through interactive video ads, or simply get the word out about your business, the Google Search Network has a solution. 


The Google Search Network consists of over 2 million websites and reaches millions of users daily.  When you advertise on this network, your ads can seamlessly appear to be in the search results when users query keywords related to your offerings. The more precise your keywords, the better your chances of reaching potential customers. 


Understanding where your ads can appear within the Google Search Network is crucial.Within the Google Search Network, your ads can be displayed in various places 


Google Search Sites 

These include Google’s primary search engine and can display your ads above or below the search results. They can also appear alongside, above, or below results on Google Play, the Shopping tab, Google Images, Google Maps, and the Maps app.


Google Search Partners

Expanding your reach even further, search partners extend your ads and listings to hundreds of non-Google websites. This includes YouTube and other Google-affiliated sites. Your ads can appear on search results pages, site directory pages, or other pages related to users’ searches. 


Google Search Network Ad Formats

The Google Search Network isn't a one-stop-shop for Text Ads. There are multiple ad formats that you can utilize to lead and support your search strategy. Ma


Responsive Search Ads

These are a type of text ad that automatically adjusts its size, appearance, and format to fit available ad spaces. This ensures that your ad looks its best no matter where it's shown on the search results page.


Responsive search ads are a great way to save time and effort when creating text ads, as you only need to provide a few headlines and descriptions, and Google will do the rest.


Dynamic Search Ads

These are text ads that are automatically generated based on the content of your website. This means that your ads can always be relevant to the latest search queries, without you having to manually create new ads for every keyword.


Dynamic search ads are a good option if you have a large website with constantly changing content. They can help you reach people who are searching for specific products or services that you offer, even if they don't use the exact keywords that you've targeted.


Call-Only Ads

These are ads that focus on getting users to call your business directly. They typically only have a phone number and a call to action, such as "Call Now."


Call-only ads are a good option if your main goal is to generate phone calls from your ads. They're simple and effective, and they can help you track your call conversions easily.


By understanding the strengths and applications of each ad format, you can make informed decisions and craft winning campaigns on the Google Search Network. Experiment with different formats, analyze their performance, and refine your strategy to achieve maximum impact.


Including or Removing Search Partners

By default, search partners are included when you create a campaign for the Search Network. This means your ads have the potential to appear on a vast array of partner websites and platforms. However, you have the flexibility to opt in or out of search partners as per your campaign strategy. 


To include or remove search partners from your campaign:


  1. Access your Google Ads account and navigate to the Campaigns section.

  2. Hover over the campaign you wish to adjust. 

  3. Click the gear icon labeled “Tools and settings.”

  4. In the “Networks” section, check the box for “Include Google search partners” to enable ads to appear on search partner websites or uncheck it to exclude your campaign’s ads from partner websites.

  5. Save your settings. 


While we used to recommend to opt out as a best practice, we have since seen positive performance come from Google Search Partners. Thus, we recommend running a test for each account and reviewing the performance for yourself before making the decision to include or exclude.


TLDR;

In conclusion, mastering the Google Search Network is an essential skill for modern marketers. It offers unparalleled opportunities to connect with your target audience and drive results. Understanding its evolution, the vast network it encompasses, the diverse ad types it supports, and the flexibility it provides with search partners will empower you to navigate this digital marketing landscape effectively. 


Remember that the Google Search Network is a dynamic channel that evolves continuously. Stay informed about the latest updates and features to make the most of this powerful tool in your marketing arsenal. The next step is in your hands – explore the Google Search Network and elevate your advertising efforts to new heights.


Ready to elevate your marketing game? Reach out to our team and see how we can help! 


-Bluum




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