Network Settings in Google Ads determine where your advertisements will appear across Google's extensive advertising ecosystem. When setting up a campaign, you must choose which networks will display your ads, and this decision significantly impacts your reach, performance, and overall campaign str…Network Settings in Google Ads determine where your advertisements will appear across Google's extensive advertising ecosystem. When setting up a campaign, you must choose which networks will display your ads, and this decision significantly impacts your reach, performance, and overall campaign strategy.
The primary network options include the Google Search Network and the Google Display Network. The Google Search Network encompasses Google's search results pages, Google Maps, Google Shopping, and search partner sites. When users actively search for keywords related to your business, your ads can appear alongside organic search results. This network is ideal for capturing high-intent traffic from users actively seeking products or services.
The Google Display Network consists of millions of websites, apps, and Google-owned properties like YouTube and Gmail. This network reaches over 90% of internet users worldwide and is excellent for building brand awareness and remarketing to previous visitors.
Within campaign settings, you can select Search Partners, which extends your reach to non-Google search engines and websites that partner with Google. While this can increase visibility, it may also affect your cost-per-click and conversion rates differently than core Google Search.
For Search campaigns, Google recommends starting with the Search Network only to maintain better control over where ads appear and to gather cleaner performance data. You can always expand to include Display Network later through campaign settings adjustments.
Understanding Network Settings helps advertisers align their campaigns with specific business objectives. Brand awareness campaigns might benefit from Display Network inclusion, while lead generation or sales-focused campaigns often perform better restricted to Search Network only.
Proper network configuration ensures your budget is spent efficiently, reaching the most relevant audiences at the appropriate stages of their customer journey. Regular monitoring of network performance through segmented reporting allows for ongoing optimization of these settings.
Network Settings in Google Ads Account Structure
What are Network Settings?
Network settings in Google Ads determine where your ads can appear across Google's advertising ecosystem. When creating a Search campaign, you can choose to show your ads on the Google Search Network, the Search Partners network, or both.
The Two Main Network Options:
1. Google Search Network This includes Google Search results pages, Google Maps, Google Shopping, and other Google search sites. This is the core network where your Search ads appear when users actively search for your keywords.
2. Search Partners These are non-Google websites that partner with Google to show search ads. Examples include AOL, Amazon, and hundreds of other sites that use Google's search functionality. Search Partners can extend your reach but may have different performance metrics.
Why Network Settings Matter:
- Budget Control: Different networks have varying costs and conversion rates - Reach: Search Partners can increase impressions and clicks - Performance Variation: Search Partners often have different click-through rates and conversion rates compared to Google Search - Reporting: You can segment performance data by network to analyze results
How Network Settings Work:
When you create or edit a Search campaign, you access network settings in the campaign settings. By default, both Google Search and Search Partners are typically enabled. You can opt out of Search Partners, but you cannot opt out of Google Search for Search campaigns.
Performance data can be segmented by network in your reports, allowing you to see how each network contributes to your results.
Exam Tips: Answering Questions on Network Settings
1. Remember the distinction: Google Search Network is required for Search campaigns; Search Partners is optional
2. Know the benefits and limitations: Search Partners extend reach but may deliver different performance metrics
3. Understand reporting: You can view performance by network using the segment feature
4. Campaign type matters: Network settings vary based on campaign type - Search campaigns have different options than Display campaigns
5. Best practice questions: If asked about improving Search campaign performance, consider whether enabling or disabling Search Partners could help based on the scenario
6. Watch for tricky wording: Questions may test whether you know that Search Partners is an optional addition to Google Search, not a replacement
7. Budget implications: Enabling Search Partners means your budget is shared across both networks