Are you using Networks in Google Ads the right way for your business?
If you're running a Google Ads search campaign, one of the key areas you’ll come across is the Networks section, which is located in the campaign settings tray. This tab gives you the option to select which networks your ads will appear on. While it's available during campaign setup, it’s always a good idea to revisit this section to make sure your settings are exactly how you want them.
In this article, I’ll walk you through the Networks tab in Google Ads and explain the options you need to consider, especially in the context of search campaigns.
How to Access the Networks Tab
When you first set up a Google Ads campaign, you’ll have the option to select your networks right at the beginning. However, if you want to make changes later on, it’s easy to do so by going into your chosen campaign settings. To access the settings, navigate to the Overview tab of your specific campaign, click on the gear icon – campaign settings, and a tray will open with all of your campaign settings. Within this list, you’ll find the Networks option.
By selecting this, you’ll see several options that allow you to control where your ads appear. In this article, I’ll be focusing specifically on search campaigns and the networks available for them, although other types of campaigns may require different considerations.
What Are the Networks?
Let’s break down the key networks available for your search campaigns.
- Google Search Network
The Google Search Network is exactly what it sounds like: it’s the set of ads that appear when people search for something on Google. For example, if someone types “carpet fitter” into Google, your ad may appear in the results alongside organic listings. This is where the intent to purchase or learn about a service is high, making it a key network for many advertisers. You do not have the option to opt out of this. - Display Network
The Display Network lets your ads appear on websites that allow Google ads to be displayed. This is a broader, more visually engaging network compared to search ads, as it often includes banner ads or other visual formats. It can be an effective way to build brand awareness, especially through retargeting (showing ads to people who’ve already visited your site). However, this network can be more challenging to measure, especially when mixed in with search campaigns, which we’ll explore in more detail shortly. - Search Partners
Search Partners refers to external websites that show Google search results. In this case, other companies “host” Google’s search bar and display Google search results on their own sites. While this extends your reach beyond the main Google search page, it’s important to consider whether this additional exposure is a good fit for your budget and goals.
Should You Include Google Search Partners?
The Google Search Partners option allows your ads to appear on a wider range of search sites beyond just the main Google search results page. At first glance, this may seem like an appealing option to broaden your reach, but there are some things to consider before enabling it.
For some businesses, particularly those with a small budget, it might make sense to uncheck this option to ensure that all your budget is being spent exclusively on the main Google Search Network. This is particularly relevant if your budget is limited or if you’ve already done research to identify that Google is the primary platform where your customers are converting.
However, in certain cases, such as when working with small businesses that operate in niche markets, enabling Search Partners could be beneficial. For example, if there’s not a lot of traffic on Google’s main search page but there’s potential on partner sites, this network can help you get more exposure.
To track how much of your budget is being spent on the Search Partners network, you can segment your reports by network. Go to your campaign reports and select Segment > By Network. This will show you how much of your budget is allocated to Search Partners versus Google Search. From there, you can assess whether it’s bringing in conversions, such as sales or leads, and determine whether the additional reach is worthwhile for your business.
The Pros and Cons of the Display Network
The Display Network can be an excellent choice for increasing brand awareness, especially if you are focused on reaching users who may not be actively searching for your product or service but could benefit from your offering. Display ads are also very effective for remarketing, which involves targeting users who have previously visited your site but haven’t yet converted.
That said, there are a few drawbacks to including Display Network ads in a search campaign. The main issue is measurement. When you mix search and display ads in one campaign, it becomes harder to separate the performance of each network. For example, if you’re running a search campaign targeting people who are ready to buy, mixing in display ads targeting a broader audience can muddy the waters when it comes to evaluating the effectiveness of each.
In my experience, I’ve rarely seen a campaign that benefits from having Display ads included in a search campaign. Instead, it's often more effective to set up a separate display campaign with its own budget and creative tailored for that network. This approach allows for greater control over the budget and ensures that the right type of ad - visual rather than text - appears on other websites.
Key Takeaways
Ultimately, the decision of whether to include Google Search Partners or the Display Network in your campaign comes down to your objectives and budget. If your goal is to maximise conversions and focus all your efforts on high-intent searchers, it’s typically best to untick the Search Partners and Display Network options. This ensures your budget is spent on the most relevant audience: those actively searching for your product or service.
If you decide that expanding your reach is important - perhaps to build awareness or to target a niche market - then enabling Search Partners or running a Display Network campaign separately could be worthwhile. Just keep in mind that doing so requires additional management and tracking.
In conclusion, always revisit your campaign settings and take time to evaluate whether your networks are aligned with your campaign goals. By doing so, you’ll ensure that your budget is spent in the most effective way possible.
I hope this article has been helpful! If you need assistance with reviewing your campaign settings or would like help with optimising your Google Ads strategy, feel free to book a power hour. I’m always here to offer one-on-one support to help you get the most from your campaigns.
