Search campaign

Search reaches people at the moment they ask for what you sell, which is why it is the most dependable campaign type for most businesses.

A few defaults quietly change what it buys: Search Partners and the Display Network are on, location is presence or interest, and no schedule is set.

1. Open Campaigns and filter by type: Search.
2. Open Settings to check networks, locations, languages, schedule and bidding.
3. Check keywords, negatives and the search terms report.
4. Check assets: sitelinks, callouts, structured snippets, calls.

A new Search campaign for a cleaning company is set to Google Search only, presence targeting on its city, office hours, Maximize conversions, and four sitelinks. Its first month's search terms are read weekly.

• Leaving the Display Network ticked.
• Launching without negatives or assets.
• Never reading search terms after launch.

The audit checks Oppy runs on this, each with its own page.

• A Search campaign spending outside Google Search
• Search campaigns showing fewer sitelinks than Google can use
• Searches taking money with nothing back

• Keyword: A word or phrase you bid on, with a match type that decides how closely a search must match it.
• Responsive search ad: The standard search ad: up to 15 headlines and 4 descriptions that Google combines and tests for each search.
• Search Partners: Sites outside Google that show Google search ads, such as other search engines and site search boxes.