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Glossary overview

Google Search Network

Armin Gögele, last updated on July 20, 2023


The Google Search Network comprises both the search engine itself and a group of websites where advertisers can display their paid text ads in search results.


To place ads in the Google Search Network, advertisers need to create a Google Ads account and define relevant keywords for which they want their text ads to appear. Subsequently, bids are placed on these keywords. The actual ad placement is determined by the ad rank, influenced by various factors such as bid per click and ad relevance to the search query.


Together with the Display Network, the Search Network forms the entire Google Advertising Network, which can be utilized for online advertising.

Advantages of the Google Search Network in hotel marketing

  • Specific targeting: Hotels can align their ads with relevant keywords, thereby reaching potential guests actively searching for their offers.
  • High Visibility: By placing ads in search results, hotels achieve high visibility during relevant search queries.
  • Cost Control: Hotels can set flexible budgets and pay only for actual clicks on their ads.
  • Measurable Results: With Google Ads, hotels can precisely measure the performance of their ads and track key success metrics.

The most important questions about Google Search Network

How can ads in the Search Network be optimized?

Ads in the Search Network can be optimized by selecting relevant keywords, conducting ad testing, and providing clear and precise information. Continuous testing of various ad variations, A/B testing, and analyzing performance metrics can improve the click-through rate and conversion rate of the ads.

What types of campaigns can be created in the Google Search Network?

In the Google Search Network, various types of campaigns can be created, such as Search campaigns, Shopping campaigns, and Dynamic Search campaigns. Search campaigns are one of the most common forms and allow the display of text ads. Shopping campaigns are suitable for product sales and show product ads with images and prices. Dynamic Search campaigns use automated ads based on the content of your website.

How can the success of ads in the Search Network be improved?

The success of ads in the Search Network can be measured using various performance metrics, including click-through rate (CTR), conversion rate (ratio of conversions to clicks), ad position, cost-per-click (CPC), and return on investment (ROI). These data enable the evaluation of the performance of ad campaigns and, if necessary, making optimizations to achieve better results.