Search-to-Search (S2S) is a media-buying strategy where search traffic from platforms like Google or Bing is redirected to a custom-made search engine results page (SERP) that displays higher-paying ads. The goal? To earn more revenue from these ads than the initial cost of acquiring the traffic.
Think of it as keyword arbitrage: purchasing low-cost search traffic and sending users to a page designed to generate clicks on more valuable ads, thus maximizing profit.
Example: Sites like Info.com purchase inexpensive clicks from Google for a wide range of keywords. When users land on their page, they find what looks like a typical search engine results page (SERP). At the top of the page are Google Ads or ads powered by Bing and Yahoo, which pay Info.com when clicked.
You may wonder why Google permits these activities. The answer lies in efficiency. Google benefits by outsourcing some of its lower-value traffic to trusted partners. These partners, in turn, generate higher-paying clicks by showing targeted ads from other advertisers. This symbiotic relationship ensures Google profits without directly competing with its advertisers.
The S2S process is simple but requires strategic planning and execution:
Keyword Research: Start with in-depth keyword research using tools like SEMrush, Ahrefs, or Google Keyword Planner. Look for keywords with high search volume and relatively low competition. Avoid strong brand keywords (e.g., “IKEA chairs”) since they are expensive and already dominated by major brands.
Example: For an office furniture campaign, a keyword like “office chairs for sale” might offer a great balance of search volume and CPC (Cost Per Click).
Create a Campaign: Use platforms such as Google Ads or Microsoft Advertising to create targeted campaigns based on your selected keywords. Keep your bids low to maintain profitability while ensuring your ads appear in search results.
Redirect Traffic to a Custom SERP: Once users click on your ad, they are redirected to your custom search results page powered by a search feed provider. This page shows relevant ads at the top, encouraging users to click on them for additional information or offers.
Earn Revenue: When a user clicks on one of the ads displayed on your custom search page, the search feed provider shares a portion of the revenue with you. The key to success is ensuring that the revenue per click (RPC) is higher than your cost per click (CPC).
• Low-Cost Traffic Acquisition: By targeting long-tail keywords and less competitive terms, you can acquire traffic at a much lower cost.
• Higher Revenue Potential: Redirecting to a custom SERP with high-paying ads significantly increases the chances of generating higher revenue per click.
• Scalability: With proper optimization, S2S campaigns can be scaled to handle large volumes of traffic and generate substantial income.
• Research, Research, Research: The success of your campaign depends on choosing the right keywords. Focus on terms with high search volume and CPC potential.
• Optimize Continuously: Test different ad creatives, keyword combinations, and bid strategies to find the most profitable setup.
• Compliance is Key: Ensure your campaigns comply with Google and Bing’s advertising policies to avoid penalties or account suspension.
• Policy Restrictions: Some search engines have strict rules on redirecting traffic to search pages, so it’s crucial to stay updated with their policies.
• Keyword Saturation: Popular keywords might be too competitive, limiting profitability. Focus on niche keywords for better results.
• Revenue Fluctuations: Ad revenue can vary depending on demand, competition, and user behavior. Regular monitoring is essential.
Search-to-Search is a powerful strategy for those who understand media buying and keyword arbitrage. When done right, it can turn low-cost search traffic into a profitable business model. With careful planning, continuous optimization, and compliance, S2S can be a highly lucrative venture.