Google search partners
Search partners are hundreds of non-Google websites, along with Google sites like YouTube, that show Google search ads with their own search results. You can include or exclude them in the network settings of each search campaign.
Search Network vs Display Network
The Search Network reaches people while they are actively searching, so you target them with keywords. The Display Network shows visual ads on websites and apps while people browse, so you target them by audience or content. Search ads usually convert better because the intent is clear; display ads cost less per impression and suit brand awareness and remarketing.
Other search networks
Microsoft Advertising has its own search network across Bing, Yahoo, DuckDuckGo and partner sites. Many advertisers import their Google Ads search campaigns into Microsoft Advertising to reach those searchers too.
Frequently asked questions
Should I include Google search partners?
Start with them switched on, then compare results by network in your campaign reports. If clicks from search partners cost more per conversion than clicks from Google Search, switch them off.
Can one campaign run on both the Search and Display Networks?
Yes. A search campaign can also show ads on the Display Network, but most advertisers keep search and display in separate campaigns so budgets and results stay easy to read.
How to check search partner performance
In Google Ads, segment a search campaign by network to compare Google Search and search partners on cost per click, conversion rate and cost per conversion. Decide from your own data, not from a general rule.
Search Network vs Performance Max
A Search campaign shows text ads on search results. A Performance Max campaign runs across Google’s channels, including Search, YouTube, Display and Maps, using your assets and goals. Many accounts keep a Search campaign for control of key terms and add Performance Max for reach. See Google Ads.
Search Network tips
- Group keywords in tight themes, and write ads that match each theme.
- Add negative keywords from the search terms report.
- Send ads to a matching landing page.
- Set up conversion tracking before you spend.
Related: Display Network and pay-per-click.