No doubt you’ve noticed by now that Google has removed ads from the right sidebar of its SERPs (Search Engine Results Pages).
The new layout will now have you seeing four top paid ads, where there used to be only three and up to three ads below the organic results:
What does this mean for Google Search Network advertisers?
The Negatives:
Because this update is noticeable mostly only on desktop, desktop traffic will be affected. Ads that have an Average Position below 3rd or 4th may see a decline in click-through rate. Mobile ads appear unaffected as of now.
With fewer above-the-fold positions advertisers will have to bid more to get on the first page as there is more incentive to hike bids to vie for position four.
Brand campaigns will be increasingly necessary as the four ads at the top of the SERPs will push down organic listings, so there will be a larger need for ads of your own brand to fend off competitors’ ads.
However, it’s not all bad:
Alternatively, the increase to four ads will push down organic results which in return may account for more ad clicks and CTR (click through rate).
The right-hand white space may give advertisers more room to promote PLAs {Product Listing Ads). Google may also use the additional white space to showcase future features.
Performance and proper advertising techniques will become even more important.
Writing engaging ad copy will be more important than ever.
Though these changes just took place we believe the measurable results will be quickly identified.
For the next little bit, strap into your chair, sit forward and get ready to battle. Our advice: Make sure you’re writing killer ad copy, as always. Watch your Average Positions, CTR and bids. Do what you can to improve your Quality Score.
