About Search Network only campaigns

This article applies to the previous AdWords experience. Check which AdWords experience you’re using. If you’re using the new AdWords experience, read About Search Network campaigns in the new AdWords experience.

Ads in a "Search Network only" campaign appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords. For example, suppose you run a local music school. A "Search Network only" campaign lets you show your text ads to high-potential customers when they’re searching for "guitar lessons".

This article explains how "Search Network only" campaigns work.

How it works

Ads are matched to search results pages based on the terms or phrases that someone searches for. For example, a search on Google for "home plumbing repair" might show an ad that uses that phrase as a keyword.

Search Network only campaign type

Search Network only campaigns are usually focused on getting people to take action such as clicking your ad or calling your business. These campaigns show ads to people who are actively looking for information. When someone is intentionally looking for a product or service like yours, they're much more likely to find your ad helpful, and click on it.

A Search Network only campaign may be a good option for you if you meet one or more of the following criteria:

  • You want your ads to appear near Google search results
  • You only want to reach customers searching for your specific product or service

"Search Network only" campaign subtypes

Both subtypes of "Search Network only" campaigns allow you to show keyword-targeted text ads on the Google Search Network. 

Search Network only (standard)

Available features

  • Basic location targeting
  • Basic bidding and budget settings
  • Common ad extensions to include a phone number, URL, location or social link 
  • Language targeting

Unavailable features

  • Advanced social and experimental settings
  • Ad scheduling and ad delivery method options
  • Advanced location options
  • Mobile app extensions
  • Advanced keyword matching
  • IP exclusions
  • Dynamic tracking URLs
  • Remarketing lists for Search ads

Search Network only (all features)

All of the standard settings, plus ad delivery methods and all ad extensions. Find out more about ad extensions.

Specialised "Search Network only" campaign types

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