To understand the effectiveness of online advertising, it’s crucial to have a good grasp of SERP (Search Engine Results Page) and queries (search queries). These two concepts are central to Search Engine Marketing (SEM) and, in particular, for Paid Ads.
What is a Query (Search Query)?
A query is the question or words a user types into a search engine like Google, Bing, or similar. Search queries can vary greatly in length and complexity, from a single word to long, detailed phrases. For example:
- “shoes”
- “buy running shoes men”
- “best running shoes with good cushioning 2025”
Verifiable Fact: The search volume for specific queries can be checked using tools like Google Keyword Planner, Ahrefs, SEMrush, Moz Keyword Explorer, and SpyFu. These tools provide insight into how many times a certain search query is searched per month. For example, Google Keyword Planner can provide data on monthly searches for “running shoes” in Sweden.
What is a SERP (Search Engine Results Page)?
A SERP is the page that a search engine displays in response to a user’s query. This page contains both organic (unpaid) search results and paid advertisements. For paid ads, it’s important to understand that their placement and visibility on the SERP directly impact their effectiveness.
Verifiable Fact: The appearance of a SERP can be verified by simply searching for a specific query in a search engine. You will then see both ads (often labeled with “Ad” or “Sponsored”) and organic results. Google’s own documentation on ad formats and placements confirms how ads are displayed on the SERP.
The Interplay Between Query and SERP in Advertising
When it comes to advertising, especially in platforms like Google Ads, the interaction between the query and the SERP is crucial:
- The Query Triggers the Ad: Advertisers bid on keywords that are related to the queries users are searching for. When a user searches for a query that matches an advertiser’s keyword, the ad can qualify to be shown on the SERP.
- The SERP as the Stage for the Ad: The ad’s placement on the SERP is critical. Ads that appear at the top of the SERP generally get more exposure and a higher click-through rate (CTR). The position is determined by a combination of factors, including bid (CPC), ad quality (Ad Rank, which is influenced by relevance and expected CTR, among other things), and the ad’s relevance to the user’s query.
- User Intent: For an ad to be effective, it must be relevant to the user’s intent behind the search query. If a user searches for “cheap flights to Stockholm” and the ad leads to a page selling luxury travel, there’s little chance the user will convert. The advertiser must understand the underlying intent behind the query and tailor the ad message and landing page accordingly.
Verifiable Fact: Google’s official guides for Google Ads describe in detail how Ad Rank is calculated and how it affects ad placement on the SERP. You can also use diagnostic tools within your Google Ads account to see how your ads are ranking for specific search queries.
Understanding Query Types
Queries can be categorized to better understand user intent:
- Navigational queries: The user is searching for a specific website (e.g., “Facebook,” “Amazon”).
- Informational queries: The user is seeking information (e.g., “how does photosynthesis work,” “weather Stockholm”).
- Transactional queries: The user intends to buy something or perform an action (e.g., “buy iPhone 15,” “book hotel Malmö”).
- Commercial investigation queries: The user is researching before making a purchase (e.g., “best laptops for students,” “Samsung Galaxy reviews”).
Verifiable Fact: These categorizations are standard within the SEO and SEM industries and can be verified by studying relevant industry publications and expert analyses of search intent.
Conclusion
Optimizing for both query and SERP is essential for successful advertising. By understanding what users are searching for (query), how search engines present the results (SERP), and how one’s ads rank and display, advertisers can maximize their visibility, click-through rates, and ultimately their return on investment (ROI). Continuous analysis of search data and SERP behavior is key to staying ahead in the dynamic world of online advertising.
