Search Network

The Google Search Network is the group of search-related websites and apps where text ads can appear when someone searches. Google's help page says ads can show above or below search results on Google Search, and beside, above, or below results on Shopping, Images, and Maps. It also includes search partners, which are other sites and apps that use Google's search results. When you create a Search campaign, the network settings sit under Networks in campaign settings, with checkboxes for the Google Search Network and for including Google search partners. It is the part of Google's ad system where intent is clearest, because the words typed are your best targeting signal.

Ads get there through an auction triggered by the query. Your keywords decide which searches you are eligible for, and Ad Rank decides whether you show and where. Ad Rank combines your bid with quality factors, so a more relevant ad and landing page can win a better position at a lower price. The most common ad types are text, dynamic, responsive search, and call-only ads, and Shopping ads are also eligible. Because the person typed a query, intent is explicit: someone searching for emergency plumber is looking for one now. Quality Score components such as expected click rate, ad relevance, and landing page experience affect what you pay, so relevance saves money.

Settings around the network can change what you buy. Search partners are included by default and you can opt out at any time. A Search campaign may also have the Display Network option enabled, and Google notes that if you see performance issues, you should check your Display Network settings. Google also says partner-site click-through rate does not affect your Quality Score on Google. Network settings are campaign-level, so you can run one campaign with partners and one without, which gives a cleaner comparison than toggling a single campaign over time. Google also reminds advertisers that partner-site click-through rate does not feed back into Quality Score on Google.

The recurring mistake is blaming Search for what the extras bring in. A campaign with partners and Display expansion left on will report blended results, and traffic from those sources may be less targeted. Google itself notes that partner clicks may not always be highly targeted. Another error is thinking Search always means high return: the network only shows ads when queries match, so thin demand caps volume. And broad match with weak negatives sends the auction to searches that look related but are not, which is a keyword problem, not a network problem. Add negative keywords weekly during the first month, because new campaigns collect the most irrelevant queries early.

To act this week, open campaign settings and read the Networks section for each Search campaign. Decide whether Display expansion should be on; for most Search campaigns it should be off so Search is judged on its own. Compare search partners to Google Search in the network segment, and then check the search terms report for irrelevant queries to exclude. If demand is limited, expand by adding keyword themes and ad groups rather than by loosening network settings, which adds volume but also adds noise. Keep a brief written record of network settings per campaign, so future changes can be traced.