What Happened to the Ads in Google Search
Text ads take appeared to the right of Google's search results since AdWords launched in 2000. No more. They're history. R.I.P.
Google has confirmed a huge modify to the way AdWords ads are displayed for desktop search results, and information technology is now rolling out for all of its users globally. Google is killing off right-side text ads completely – although Product Listing Ads and ads in the Knowledge Console will go along to exist shown on the correct – and adding a fourth ad for "highly commercial queries" above the organic search results.
Equally you can see this SERP has no side ads at all
"Nosotros've been testing this layout for a long time, so some people might run across it on a very small number of commercial queries," Google told Search Engine Land. "Nosotros'll go along to make tweaks, only this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and ameliorate performance for advertisers."
Whatever fourth dimension Google announces such a massive change, panic tends to follow. People sometimes can overreact.
Let's look at what the expiry of correct-side Google ads really means. Here are four key takeaways for marketers and advertisers.
1. Most Paid Clicks Are On Top Ads
Let's get straight to the data. And y'all can run across it's not a huge deal:
Using a Meridian vs. Other Written report, we can discern that in January 2016, about 85% of clicks came from the pinnacle ads and only about 15% came from the side and lesser ads. This is based on data from approximately 2000 WordStream customer accounts across all industries representing tens of millions of clicks in the USA.
I'chiliad confident the new fourth ad spot, plus new bottom spots, will brand up for the loss of clicks on side ads.
Another reason to be hopeful: The new fourth advert looks more like an organic outcome than an advertising. That'south a huge plus for ads, since some users are more biased toward organic results.
The fourth meridian ad spot also gives you the ability to utilise ad extensions, which gives you more room to highlight more information about your business organisation (contact data, product images, links), which tin increase your click-through rates.
2. Ad Impressions Will Motility, Not Vanish
Why is Google doing this? Yes, it makes their desktop results more than in line with the mobile results. But yous can bet that Google has also tested this new layout thoroughly and information technology improves performance for advertisements.
In fact, I'd expect more ad impressions on the SERPs overall – especially on keywords with commercial intent. SERPs with just one, two, or three ads will exist harder to find – and those lost ad impressions from right ads will be soaked up past the new fourth advertizement spot at the elevation of the folio, and up to three ads below the organic results.
Already, four-advertisement blocks business relationship for just nether 20% of the pages Moz is tracking:
3. More Extensions Plus Reporting Will Get Easier
As mentioned in a higher place, for PPC marketers, more opportunity to use ad extensions is a central advantage: Location, sitelink, and other ad extensions were previously but bachelor for tiptop of page ads. They never appeared for side ads. At present look at this:
If y'all were formerly in a side position and are getting bumped into #four at the top or bottom of page ads, y'all'll go to display extensions.
Additionally, top vs. side ads complicated testing and reporting to a small degree considering sometimes your ads include extensions, sometimes non, depending on ad position. This alter solves that effect for advertisers.
4. Organic Search Is the Big Loser
Without a doubt, this change is bad news for anyone involved in SEO. Paid position #4 was the sometime organic position #1.
The top organic search outcome volition no longer exist visible above the fold on many desktop devices. Simply, over again, this isn't shocking news because organic has been losing footing to new AdWords advertizement formats and other SERP changes every yr.
Final Thoughts: Keep Calm
Many advertisers are concerned almost huge CPC increases. However, those side ads were less than xv per centum of full desktop clicks (and this figure also includes bottom of page ads, so information technology's kind of double counting because those aren't going abroad and desktop clicks account for less than one-half of total search). So my message to you is simple: Keep calm.
I foresee no big changes in auction dynamics (CPCs, impression volume, etc.) considering the changes are so perfectly balanced.
Actually, Google is just kind of renaming stuff. Position i-iii on right side is now position 4 on SERP. Positions 5-seven on correct-side ads are at present bottom of page ads 1-3.
For now, the simply articulate loser is organic search.
UPDATE
Mark Irvine has published more than early data/analysis (including changes, if whatever, to CPC and volume, hither: The New Google SERP: 3 Changes & three Things That Haven't Inverse…Yet
Source: https://www.wordstream.com/blog/ws/2016/02/22/google-kills-off-right-side-ads
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