Related search for your content pages

A new "Horizontal Chip" template is now available for related search for content.

Related search for content lets you show your users search terms that are related to the content of the page they're viewing. When the user clicks a related search term, they're taken to a search results page on your site.

Using related search on your content pages can encourage your users to explore relevant topics on your site and engage with search ads.

Jump to:

• Benefits of using related search for content pages
• Requirements to use related search
• Create a related search unit for your content pages
• Run a report of your related search units
• Best practices to use related search
• FAQs

Benefits of using related search for content pages

• Increased site engagement: Related search can drive more site engagement by helping users discover ads and content relevant to what they're viewing.
• Incremental revenue: Related search can help you generate incremental revenue by driving more traffic to your search pages, which you can monetize with relevant ads.
• Relevant search ads: On your search page, Google can deliver high-quality search ads that are relevant to the selected related search term.
• Better user experience: You control the look and feel of your related search units, allowing you to maintain a quality user experience for your site.

Requirements to use related search

• To use related search on your content pages, you need to complete the necessary contracting steps for AdSense for Search (AFS). Contact your account manager to activate AdSense for Search for your AdSense account.
• After AdSense for Search is activated, create a mock-up that shows how you will implement your related search unit and share it with your account manager for review.
• Before you start implementing related search units on your pages, make sure you comply with the following policies:
  • AFS Product-Integrated Feature policies and the additional policies for related search.
    Note: Related search takes steps to filter terms that are explicit, adult, or sensitive in nature. This includes but is not limited to terms that reference sexual and pornographic content, violence, abuse, self-harm, gambling, alcohol and illicit drug use, and/or addiction.
• Refer to the related search for content implementation guidelines and the reference protocol. You must follow these instructions to implement related search for content.

Create a related search unit for your content pages

1. Create a search style in your AdSense account.
   Tip: You can use related search settings to customize your style.
2. Decide where you want to place the related search unit on your content pages.
3. Use the "Code generator" page in AdSense to copy and paste the code to your site.
   Tip: You can also review the sample code in the Search ads implementation guide to learn about additional parameters to customize your related search code.
4. Deploy any additional related search code changes to your site.
   Note: Before related search terms can appear on your site, AdSense needs to crawl your pages. On average, this process can take about 1 hour. If you don't have any related search terms after 48 hours, reach out to your account manager.

Run a report of your related search units

To track the performance of your related search units:

1. Visit the Reports page in AdSense.
2. Create a custom report and add the "Ad format" breakdown.
3. Click Edit metrics , select the "Funnel" metrics and click Apply.

The reporting funnel for a related search unit

The following example shows you the typical funnel for a related search unit and the stages of the funnel to which each metric applies.

• First screen: Funnel requests, funnel impressions, and funnel clicks are counted as part of the first screen.
• Second screen: Clicks on the ads on the second screen generate revenue which you track using the estimated earnings metrics.
• Entire funnel: Funnel RPM is counted by summing the revenue generated from the funnel, dividing by the funnel impressions on the first screen, and then multiplying by one thousand.

Best practices to use related search

Recommendations for placing related search units on content pages:

• Place the related search unit in a prominent location on your pages to improve performance. Make sure you review and comply with the AFS Product-Integrated Feature policies and the additional policies for related search. For example:
  • Misleading or deceptive related search placements that lead to clicks are not allowed. Related search units should be complementary to the content on your page and not the focus of the page. For more information, read Can an AFS Publisher acquire traffic to their content pages with related search?
• Make sure there's enough textual content on your content pages for related search to perform well on your site.
• Don’t judge the performance of the related search unit for a few days after implementing related search. We recommend that you wait until the model has had a chance to optimize performance.
• You can add the language parameter (hl) to your related search code to make sure AdSense shows related search terms in the language you desire.
• (Optional) You can also provide your own search terms with the terms parameter in the related search request. This way, you have the opportunity to show more relevant terms to the page or to the user’s intent.

  Notes:

  • Search terms you provide yourself must comply with the "Partner-provided terms" section of the AdSense for Search Product-Integrated Feature policies.
  • Google checks the terms you provide and shows them based on a variety of objectively measured criteria such as relevance, engagement of users, and performance.
  • You can check if your own terms are returned for the related search request by examining the termPositions parameter in adLoadedCallback. (All discarded terms will be absent from termPositions).
• Don't remove the rsToken parameter and value from the page's URL. Doing so will prevent some of the "Funnel" metrics from working correctly.

FAQs

Can I acquire traffic to my content pages with related search?

You may acquire traffic for your page displaying a related search unit, provided that you comply with the "Acquiring traffic" section of the AdSense for Search Product-Integrated Feature policies.

As a reminder, you must ensure that your traffic sources:

• Are relevant to, and accurately describe, what the user will see on the destination page.
• Do not promise products, services, or promotional offers that are unavailable or are not easily found on the destination page (e.g., requiring extensive navigation to view the offer), and do not provide misleading information or claims about products, services, or promotional offers.

Implementation misuse of AdSense for Search, subject to Google’s policies, may result in, but is not limited to, disablement or termination of your AdSense account.

Can you provide more guidance on how to keep my traffic sources compliant?

You may keep in mind the following guidelines when it comes to determining the accuracy, relevance and availability of the claims, offers and promises of your traffic sources.

Traffic source creative must be clear and not misrepresent facts or identity

It should be easy for the user to understand the topic and offering, and the creative should not misrepresent facts or your identity. The following examples are not compliant:

• "We're hiring CDL drivers today! Apply now!"
  • Unless the partner is a trucking company, job agency, or has their own CDL driver jobs listings on the destination page, this claim cannot be fulfilled.
  • "Apply now" should only be used when the user can reasonably apply on the destination page.
• "The US government will forgive all student and housing loans in 2025! Learn how to qualify now!"
  • False and unfulfillable expectations being set (like "forgiving all student and house loans" etc..) is not allowed as it encourages users to click.

Traffic source claims must be fulfilled on the destination page

For traffic sources leading to content pages where the primary utility to the user is information, they should only state that users can ‘find out, learn, or discover’ (or other phrases to the same effect) more information on a certain topic.

• "Find out more about different types of dental implants" is an acceptable creative for a traffic source leading to a destination page with an article comparing different types of dental implants.

• "Check out prices for cruises departing from Miami" is acceptable if there is a list of currently available Miami cruise packages with prices at the destination page.
  • The following are examples of traffic sources’ creatives that are unlikely to be compatible with what is available on a destination page with just an article or information.
    • "Get a free laptop!"
    • "Many $30/hr caregiver jobs are available! Apply now!"
    • "Overstocked SUVs are on sale. Click here to get yours!"

If the traffic sources make promises or offers beyond just information from an article (for example for sites that offer actual transactions e.g., ecommerce, job sites), these promises or offers should be readily available on the destination page.

• "Learn more about nursing jobs and apply now!" would be compliant if the user were presented with a list of open nursing jobs that they can apply to on the destination page.

• "Deals on refurbished laptops are available today" would be compliant if the user could purchase laptops from the destination page today.

• "Book an appointment with a top dermatologist today!" would be compliant if a booking could be made with a dermatologist on the destination page today.

As a reminder, you should not make promises or claims based on dynamic content at the destination that you do not control, as they may not be fulfilled or relevant. This can include ads, related search units or content feeds. The promise or claim must also be fulfillable on the destination page itself.

Are there any page types I should avoid when placing a related search unit?

Related search units may only be implemented on pages that meet the Google Publisher Policies. The list of page types (non-exhaustive) you must not place a related search unit on includes:

• No content or low-value content that has no value to users
• More ads than content

As a reminder, pages that implement related search units must provide sufficient standalone value to users. For more information about providing value to users, read Google AdSense content and user experience.

What should I take note of when using the parameters?

As required under the Dishonest declarations policy, all parameters, such as referrerAdCreative and terms, must be accurately and completely provided, without misleading omissions.