Google Ads Search Network Icon Guide and Optimization Tips

This article delves into the reasons behind the icon differences in Google Ads search advertising. It elaborates on the characteristics of the Google Search Network, Search Network Partners, and the Display Network. Practical steps to opt-out of the Display Network are provided, aiming to help advertisers optimize their ad network settings and improve ad performance. By understanding the nuances of each network, advertisers can refine their targeting and allocate their budget more effectively to achieve better results from their Google Ads campaigns.

The variation in Google Ads search ad icons isn't random—it's determined by your campaign's network settings. Understanding these differences can help advertisers better control their ad placements and improve performance.

Ad Networks: The Root of Icon Variations

Google Ads operates across three primary networks: the Google Search Network, Search Network Partners, and the Display Network. Each selection directly impacts where ads appear and how they're visually presented.

Advertisers often notice icon changes when disabling the Display Network, highlighting how network configurations affect ad presentation.

Understanding the Three Ad Networks

Google Search Network

Ads appear at the top or bottom of Google search results pages, plus these Google properties:

Google Play search results
Google Shopping listings
Google Images search
Google Maps (including the mobile app)

This network captures users with high intent during active searches, typically delivering strong conversion rates.

Search Network Partners

This includes hundreds of non-Google websites and certain Google properties like Google Video. While it expands reach, user intent tends to be less focused than on core search results.

Display Network

Spanning over two million websites, apps, and videos (including YouTube and Gmail), this network excels at brand awareness but generally underperforms on direct response metrics compared to search.

Strategic Network Selection

Campaign objectives should dictate network choices:

Direct response: Prioritize the Search Network for qualified traffic
Brand awareness: Combine Search Partners with Display Network for maximum exposure

Note that Display Network campaigns often require closer monitoring due to higher potential for invalid clicks.

How to Modify Network Settings

To adjust your ad placements (using Display Network removal as an example):

Access your Google Ads account
Select "Campaigns" from the left navigation
Choose your target campaign and click "Settings"
Locate the "Networks" section
Deselect "Include Google Display Network"
Confirm the change when prompted
Save your updated settings
Verify the icon change in ad previews

Proper network configuration directly influences ad placement quality and visual presentation. Strategic adjustments based on campaign goals can significantly improve advertising ROI.