How Search Network Works?

Learn how to use this Google Ads tool for your e-Commerce

- 3 Minutes read

Google Ads is an indispensable platform to advertise your articles and reach a wider audience. The advertising tool is an essential service for e-commerce and retailers. Through Google Ads you will be able to maximize your profits and increase the conversion rate of your products. But do you know how to optimize your ads to increase traffic to your website?

About Search Network

The Search Network refers to a group of search-related web portals where your ads can be displayed. Your products will be advertised on the Google search results pages, as well as on other Google web services, such as Google Shopping or Maps. Your ads will also be displayed on Google’s partner network, which are pages associated with the Big G for displaying ads.

This is the first step to establish a strategy to increase the conversion rate of your products, one of the main KPIs for ecommerce.

The process of the search network is simple: a user performs a search query, if this query contains one or more keywords that match those you have set in your ad group, these will be shown to the user. If at the end the consumer clicks on your ad, you will have to pay for that click. (the PPC)

A search campaign displays ads for your products on the Google search results page. These ads can be placed above the search results or at the bottom of the page. The ranking of the ads is determined by two factors:

  • Keyword quality: is a value measured from 1 to 10 that takes into account factors such as the relevance of the ad, the experience on the landing page and the expected CTR. In Google Ads you can find this factor under the name “Keyword Quality Score”.

  • Maximum CPC: is the maximum amount you set that you are willing to pay for each click received from users through any kind of search.

These ads are triggered when a user performs a search related to the keywords you have set for your Google campaign. The price of these ads is determined by the number of times a user is directed to your website, the well-known Pay Per Click.

You should also remember the types of keyword matching that exist:

  • Broad Match: It is the default system when designing a search campaign. Ads are shown when a user performs a search using variations of the keywords – synonyms are included.

  • Broad match modifier: You can configure the keywords through the + symbol and the ads will be activated when the user makes a search with any of these keywords or variants -the order does not affect the activation of the advertising-.

  • Phrase match: Ads appear when the keyword is displayed within the search phrase. Ads will not be shown if you change the keyword order or enter a term in medium.

  • Exact match: Ads will be displayed when the user searches for an exact term. It is only allowed to include words that do not change the meaning of the term or words that do not affect the intention of the search, such as prepositions, conjunctions or articles.

A general advice for all search campaigns: never activate the option to show the ads on the display network. There is absolutely no case in which you can provide better results than by doing them separately.

The next steps to take will be to establish a search campaign, which can be done by business area, product categories, or by the traffic of the competition among others.