How to target ads to search result pages

In this tutorial, I’ll guide you through targeting and embedding ads on your website’s internal search result pages using Advanced Ads. This technique allows you to better cater to users who use your site’s search functionality, an audience segment often linked to higher engagement. 

By the end of this guide, you’ll be able to set specific ad targeting and placement options to enhance user experience and interaction with your ads.

Why target ads on search result pages?

Visitors who use your site’s internal search feature are often more engaged and actively seeking specific content or products. This behavior highlights a particular opportunity for monetization through targeted ads, specifically affiliate marketing. For example, consider inserting specific Amazon products tied to user search queries if you’re participating in the Amazon affiliate program. 

Optimizing ads specifically for search result pages can be a powerful technique for enhancing click-through and conversion rates.

To understand better what users are looking for on your site, I suggest using the following tools:

• Search Meter: This free plugin provides insight into which search terms users enter on your site, helping you tailor your advertising accordingly.
• SearchWP: If you’re using a plugin like SearchWP to boost your website’s search functionality, you can leverage its built-in statistics feature to understand your users’ search intent better.

Placing ads on search result pages

Search result pages are treated similarly to archive pages in WordPress; hence, content placements are not typically practical for inserting ads automatically. More conventional strategies include placing ads in the sidebar or header or natively within the search results list using the Post Lists or Custom Position placement. 

On the other hand, for sticky ads, background ads, or popup ads, the placement remains the same, regardless of the page type.

Our tutorial on inserting ads between posts explains how to place ads within post lists.

Targeting search result ads

To target an ad specifically to a search results page, add the “General Conditions” display condition for that ad. Now, specify whether the ad should be shown (or not shown) on specific pages such as the homepage, archive pages, 404 pages, or search result pages. 

Select the Search Results option, save the ad, and that’s it.

If Advanced Ads Pro is installed, you can also add this condition to placements, making your setup even more flexible and time-efficient.

Advanced targeting on search result pages

To further customize your ad targeting strategy based on specific search queries, we can take advantage of the URL Parameter condition offered by Advanced Ads Pro.

In a standard WordPress setup, search result page URLs follow a specific format—?s=query. Here, ?s= signifies a search results page, and the query following it represents the specific search term entered by the user.

Let’s take an example. Assume you manage a travel blog, and you want to display specific ads when users search for “Monaco” or “Italy.” In this scenario, you would configure the URL Parameter display condition from Advanced Ads Pro to include ?s=monaco or ?s=italy in the URL slug of the page.

This setup ensures the designated ad or placement only appears when a visitor uses one of these keywords in the search. You can add and combine multiple conditions to meet your specific needs, allowing for highly precise targeting.

Conclusion on search result ads

Placing ads on search result pages might seem like a subtle tweak, but it can add a valuable dimension to your site’s monetization strategy. This strategic move can positively interact with your website’s content and audience interests, serving as another cog in your online marketing machine.

With Advanced Ads, you already have the fundamental tools for targeting ads on search result pages. Advanced Ads Pro offers sophisticated tools for more refined control, which can improve click-through and conversion rates.