Search to Search is the process of media buying when ads positions bought on Search engines are leading user to another search page with more suggested search results (and ads of course). How it works Sites like Info.com for example, buy up cheap clicks from Google on a broad variety of keywords. The landing page is basically just another search results page with Google Ads at the top...just like the original Google Search (screenshot below). Info gets paid when users click those ads.
Below is an example of a landing page that clicking on the ad leads to. It is almost identical to the original Google search results page. The ads at the top are in fact Google Ads. Note: Search page results can be powered with other search page results like Yahoo and Bing. Why does Google allow this? These advertisers behind these sites are basically buying up the cheap clicks with low bids, and trying to get the users to click on the more expensive "brand" searches that they show at the top of their pages. If Google bought up their own cheap ads and showed people the more expensive ads again on a new page, this would probably be a massive conflict of interest. They are happy to outsource it to a few trusted partners.
First off, as with most online campaigns, you need to do keyword research, using keyword research tools, to find out what terms are most commonly used and searched, and what is their average CPC bid. Let’s take the office chairs campaign as an example. This is what Semrush shows as most searched for terms. It is important to research what are the average CPCs for certain keywords, since we want to know how much are potential advertisers ready to pay Bing, Google, or another engine for a certain keyword.
Let’s say that we’ve already done keyword research and we like the keyword “office chairs for sale” since it has a great CPC and a large monthly search volume. Now it's time to create a campaign! We open Google Adwords, Microsoft Advertising, or some similar advertising tool, and we write text ads for the keyword we chose. Keep in mind that the main goal of keyword arbitrage is to place our advertisements while spending the least money possible, so naturally, people always choose a channel that offers the best deal.
What happens next?When the user searches for “office chairs for sale” on some browser, our ad will show up. Once clicked, the ad will redirect the user to our search feed, with ads provided by the search feed provider. If the user clicks on one of the ads shown, the search provider will pay us a part of their revenue. Of course, it is important to have in mind that Search to Searh activity is most likely not possible to do on strong keywords which are already bought by actual brands (Let’s say IKEA chairs) but other variations of keywords that might lead user to additional search page results.