{"id":281422,"date":"2021-07-27T17:50:01","date_gmt":"2021-07-27T15:50:01","guid":{"rendered":"https:\/\/www.isoladicomunicazione.com\/what-google-ads-search-network-ads-are-and-how-they-work\/"},"modified":"2025-01-09T11:20:59","modified_gmt":"2025-01-09T10:20:59","slug":"what-google-ads-search-network-ads-are-and-how-they-work","status":"publish","type":"post","link":"https:\/\/www.isoladicomunicazione.com\/en\/what-google-ads-search-network-ads-are-and-how-they-work\/","title":{"rendered":"What Google Ads search network ads are and how they work"},"content":{"rendered":"\n

Although they have changed profoundly over the years, ads for the search network of<\/strong> Google Ads<\/a><\/strong> remain an essential tool<\/strong> for promoting<\/strong> one’s business online.<\/strong> In fact, the search engine continues to refine itself to enable users to always find what they are looking for. <\/p>\n\n

In this sense, bringing an effective, high-performing ad to<\/strong> life will cause Google to show you as the answer to a potential customer<\/strong> ‘s need and for that customer<\/strong> to take the action you want on your site. For example, buying your product or service<\/strong>. <\/p>\n\n

Read on to learn more about what exactly search network ads<\/strong> are and why they are still essential today. Also, if you wish, Isola di Comunicazione<\/strong> can help you create high-performing ones to achieve your goals! <\/p>\n\n

Google search network ads: the definition<\/h2>\n\n

Search network ads<\/strong> are paid advertising space<\/strong> that any business can take advantage of to appear on the first page<\/strong> of results for selected keywords<\/strong>.<\/p>\n\n

When a user<\/strong> performs a search on Google<\/strong>, the search engine<\/strong> returns to him or her a SERP<\/strong>. This acronym-which in full stands for Search Engine Results Page-is nothing more than the list of sites<\/strong> that have been deemed relevant<\/strong> to theinformation requested<\/strong>. In other words, these are web pages<\/strong> where Google believes the answers<\/strong> the user is looking for are contained. <\/p>\n\n

The SERP<\/strong> is divided into two macro areas:<\/p>\n\n

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  1. Organic results<\/strong>, which are all those sites that are shown for free because, thanks to SEO, they are considered useful and authoritative<\/li>\n\n\n\n
  2. Ads<\/strong>, that is, links placed between the first four and last four positions on the page for a certain amount of money.<\/li>\n<\/ol>\n\n

    However, search network ads<\/strong> can be shown on other Google portals<\/strong> such as Maps <\/strong>and Shopping<\/strong>. Still, users can also be intercepted on partner sites<\/strong> including YouTube<\/strong>, the second most used search engine in the world. <\/p>\n\n

    The difference between search network and display network ads<\/h3>\n\n

    The main difference<\/strong> between the search network<\/strong> and the display network<\/strong> is the time at which the ads will be shown. In fact, search network ads<\/strong> are shown at the exact moment when the user performs a search. In contrast, if we choose to create a display network ad<\/strong> for our business, it will be shown when the user is browsing a page other than Google<\/strong>. Thus, not when he is engaged in the actual search for the keyword we are interested in, but at another time and based on his interests. <\/p>\n\n

    The display network consists of Google Finance<\/strong>, Google Maps<\/strong>, Youtube<\/strong>, Orkut<\/strong> and Blogspot<\/strong>, among others. In addition, the tens of thousands of sites that use AdSense and AdMob<\/strong> also belong to this network. In short, everyone who owns a web page<\/strong> can decide to rent space<\/strong> to those who want to advertise. <\/p>\n\n

    It will then be Google that will select which ads<\/strong> are most relevant<\/strong> – and therefore most likely to lead to a conversion<\/strong> with respect to the characteristics of the user<\/strong> who is browsing them and based on the targeting that will be set by the advertisers.<\/p>\n\n

    To clarify, conversions<\/strong> are valuable actions<\/strong> for entrepreneurs that users can perform. For example, the submission of a contact form<\/strong>, a phone call<\/strong> or even the conclusion of a purchase<\/strong> on an online shop. <\/p>\n\n

    Google’s new search network ads<\/h2>\n\n

    Being a business, Google<\/strong> also changes and adapts to make its business more profitable<\/strong>. In particular, the service offered<\/strong> by the search engine to the user is precisely to provide answers to needs and concerns.<\/strong> With this in mind, ads for the search network<\/strong> have also been improved<\/strong> over the years to make conversion<\/strong> more likely. <\/p>\n\n

    So, put more simply,Google’s goal<\/strong> is to show content as relevant as possible<\/strong> to the search made by the user, so that the person who is browsing will click on a paid ad and take the action you want.<\/p>\n\n

    The U.S.-based giant had started with ads that, when being created, included only a single title and description<\/strong>. Over the years, Google has since enhanced the possibilities of the ads by working on two aspects<\/strong>: <\/p>\n\n

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    1. Added the ability to insert more and more titles and descriptions<\/strong> to give more useful information to users<\/li>\n\n\n\n
    2. It allowed the machine to test all combinations<\/strong> to find the winning<\/strong> one<\/li>\n<\/ol>\n\n

      In fact, these are the principles of machine learning<\/strong>: Google tries to understand what message to pop up based on the specific user typing a given search term.<\/p>\n\n

      Today, the best performing search network ads<\/strong> are those defined as adaptive<\/strong> and present:<\/p>\n\n