How Google Extends The Reach Of Their Search Ads

If you’ve ever used Google AdWords you may have noticed your ads also run on the “Google Search Network” in addition to Google owned properties. The Google Search Network are niche search engines where AdWords may also show your ads and advertisers are automatically opted-in.

 

AdWords Search Partners
Google Search Network

 

In addition to only offering a vague description of what the Search Network contains, Google doesn’t publish a list of their Search Partners where your ads may be seen. This lack of clarity and control of where ads will be shown could leave paid search marketers frustrated, and it casts a heavy doubt on whether or not to include them when setting up a new search campaign.

How Google Recruits Private Search Engines

Websites that contain a search results page are contacted by a Google representative, or can fill out a form and request special ad units from Google. Once accepted, they can place these ads above or below search results on their websites.

Some of the sites in this “network” include high-ranked domains: CNN, Walmart, Mayo Clinic and the Yellow Pages.

However, not all search engine partners are high quality, and our investigation found a number of low quality search engines showing Google search ads. Furthermore, theses sites advertised against search terms Google wouldn’t typically show on their own properties.

 

CNN.com Search Results with Google Ads

https://www.cnn.com/search/?q=trump

 

Who are Google’s Search Partners?

Google does not publish a list of the search engines they work with, so to answer this question we used NerdyData – Search Engine for Source Code for answers. One thing we noticed right away was that the Search Partners all used Google’s “ads.js” JavaScript library (“google.com/adsense/search/ads.js“). We were shocked to find that library is used on over 25,000 domains! And this is just from our Popular Sites list, not our Enterprise Reports.

 

Here are the top 100 search partners we uncovered, sorted by popularity.

PopularityWebsite
7www.reddit.com
145www.vice.com
168www.deviantart.com
174www.dailymail.co.uk
184www.buzzfeed.com
188www.ladbible.com
219www.walmart.com
235www.foxnews.com
244www.breitbart.com
254www.thesaurus.com
267www.haber7.com
319www.livedoor.com
328www.usatoday.com
358www.bloomberg.com
364www44.eyny.com
401www.t-online.de
402www.onet.pl
505www.goo.ne.jp
507uzone.id
514www.cbc.ca
548www.investing.com
556www.kapanlagi.com
563www.independent.co.uk
630www.chip.de
660www.investopedia.com
693www.mysearch.com
737www.rbc.ru
833www.merriam-webster.com
851ccm.net
894www.healthline.com
912www.dafont.com
937www.biblegateway.com
950www.avito.ma
1015www.myanmarload.com
1017www.dawn.com
1151b.hatena.ne.jp
1201www.discuss.com.hk
1203www.freep.com
1209www.gumtree.com.au
1213www.dagospia.com
1259www.sozcu.com.tr
1275www.motorola.com
1283www.pcmag.com
1285www.virgilio.it
1300standardmedia.co.ke
1303www.oneindia.com
1312www.clarin.com
1363www.tut.by
1369www.networkworld.com
1401www.sparknotes.com
1418www.india.com
1428www.wikiwand.com
1438www.nation.co.ke
1469www.yomiuri.co.jp
1515www.mayoclinic.org
1528www.sfgate.com
1539www.01net.com
1609www.britannica.com
1639www.wittyfeed.com
1697www.theweathernetwork.com
1731pixlr.com
1735www.nifty.com
1809jin115.com
1877www.wetter.com
1929www.beinsports.com
1933www.vemale.com
1964247sports.com
2037www.sueddeutsche.de
2100www.wittyfeed.me
2104www.computerbild.de
2174www.citylab.com
2189www.ansa.it
2199www.alc.co.jp
2254www.corotos.com.do
2282www.excite.co.jp
2290www.digitalspy.com
2377biblehub.com
2415www.msnbc.com
2432www.linguee.com
2446www.clubic.com
2495www.sme.sk
25211plus1.ua
2539thesimsresource.com
2558www.pcworld.com
2577www.bfmtv.com
2591www.cosmopolitan.com
2631www.oyunskor.com
2634www.nbc.com
2669www.ozbargain.com.au
2675www.search.com
2751appmedia.jp
2766pornxs.com
2797www.alarabiya.net
2811www.vogue.co.uk
2812feebee.com.tw
2835www.soompi.com
2846ascii.jp
2881www.archdaily.com
2918www.online.citibank.co.in

Get the full list of search partners at NerdyData, or Contact Us for even more results from our larger, custom reports.

 

Advertisers Should be Made Aware

 

Currently it is not possible to view which search engines your ads display on, and many small businesses advertising on Google most likely do not know their ads are showing on non-Google owned search engines. Also, since these are text ads, you can’t even put a tracking pixel to integrate with other companies for ad viewability or tracking.

As always, advertisers want more control over the performance of their accounts. Whether Google will hand over that control remains to be seen, but we hope this analysis provides advertisers some insights into whether they should be targeting the partner network with their campaigns.

 

About NerdyData

We help customers find websites using certain technologies, or obscure pieces of code. Our search engine crawls and indexes popular websites frequently so you can search for any code, retroactively.

Is your search term very obscure and you want to analyze our larger enterprise database?  Email us today to learn more