The Google Adwords Search Network. You’ve no-doubt seen it and used it. When you go to Google and search for something you’re using the network. Here’s what Google has to say about it:
“When you advertise on the Google Search Network, your ad can show next to search results when someone searches with terms related to one of your keywords.”
The search network also includes Google Maps and Google Video which are part of something they call the “Search Partners”. Like I mentioned in How To Use Google Adwords, you can opt-in or opt-out of having your ads included on search partner apps and websites. Here’s a Google video that quickly explains their networks (search and display):
If you watch that video you might notice that they mention the default for a new Adwords campaign is for both Search and Display networks. In other words your keywords and ads would be triggered and shown on both networks. The video is a little old, so now you have to manually choose which type of campaign you’d like. Which is good, but the first option is SEARCH NETWORK WITH DISPLAY SELECT with the message, “Best opportunity to reach the most customers” below it. Please take my word for it, don’t use this terrible campaign type! Users on the search network and users on the display network are vastly different, and shouldn’t get the same strategies thrown at them. Keep both networks separate by starting completely different campaigns for each type.
I won’t go into too much more detail for search here, because I explain how to setup Adwords here with a focus being on the search network for your first campaign. Here’s a few things to remember:
1) Think of your campaigns as folders. (Within these folders are your ad groups, and in those are your keywords.)
2) Don’t bid on really broad keywords, unless you have the budget and want general exposure. ( “subaru dealer in Portland” instead of just “subaru” or “car dealer Portland”, for example.)
3) Try to match both your ad and landing page titles and copy which should include the keyword you’re bidding on.
4) Make sure you’re aware of ad location settings. (Don’t run ads to places you don’t do business in!)
5) More often than not, take advantage of free ad extensions to take up more “screen real estate”.