The Google Search Network

Hey!
So today we will be learning about Google Search Network, in continuation with our introduction about the Google Search and Display Networks we had in our previous lesson. In case you missed our previous lesson, I'd highly recommend you switch over and first read the introduction from the link below and then come back here.

The Google Advertising Network

So proceeding with today's lesson, to understand how your ads are shown on the Google Search Network, let's take a closer look at

Keywords

You'll use keywords — words or phrases that describe your product or service — to target your ads. When someone searches for terms that are similar to your keywords, your ads can appear alongside or above search results on sites that are part of the Search Network. Your ad could be eligible to appear based on the

• Similarity of your keywords to their search terms
• Keyword match types (which we'll explain in more detail later)

Keywords also help determine how much you pay. Each of your keywords has a maximum cost-per-click bid amount (or "max. CPC"), which specifies the maximum amount you're willing to pay each time someone clicks your ad.

With this we have a bit of an idea as to when and what will trigger our ad in front of a user when they browse a site part of the Google Search Network. Now we shall learn how will our ad look like when it appears online and in what ways we can improve its appearance.

Search ad formats 

It's also important to think about the different types of ads that can appear on Search Network sites, which are:

• Text ads: The simplest and most common kind of search ad, text ads are made up of a headline, a display URL that shows the address of your website, and a description. 
• Ads with extensions: Ad extensions are visual enhancements to search ads that more prominently display information about your business, such as a phone number, location, or links to other pieces of relevant content from deeper within your sitemap. You can add these enhancements, which often appear in ads above search results, manually or they can be added by our automated formatting systems.

Google Search Network Ad Placements

We will learn more about each of these when we start with articles teaching campaign creation. So worry not, just keep taking in the bits you see, slowly and steadily. :)

It is however important to keep in mind that these ads will be shown only at the time when someone searches for your or related product or service that you are advertising. To show your advertisement on the mainstream internet you'll want to use The Google Display Network which we will see in the next article. Till then take care and goodbye! :)