A few days ago, Google announced the news of removing sidebar ads from search results and introducing only 4 ads on the top of organic results. Apart from creating impact on users worldwide, this update will definitely bring the desktop experience much closer to mobile experience.
Do you have any idea about what the update did? All they did is removing ads from the right side and decreasing the total number of ads from eleven to four. This means potential impact on organic traffic. It is because of this sudden update that marketers are puzzled up with questions like – Does it impact organic search? How will it influence advertising? Or what can marketers do about such changes?
So, we are here to answer all your queries and for that you need to stay with us till the end.
Before and After
Before this update, search ads were seen in three places; above, below and to the right of organic search results. But with this recent update, Google removed one of those three locations; the right hand side one.
In some cases, Google increase the total number of ads displayed in Google search results. This will happen only when there will be highly commercial queries. The ads that appear below the search results will not get affected by this update. Product listing ads will stick around on the right side corner of the page.
Reason behind This Update
Actually, this step will benefit a lot to Google. This update will create a cleaner user experience when someone will complete a search.
It will also provide a consistent experience between mobile and desktop search. This is something that Google was focusing on for a while. Besides, the majority of paid clicks come from ads above organic results. By removing the ads from the right side, Google is now able to clean up the page without taking away the ad unit.
Will it affect the marketer’s Organic results?
Yeah…it will, but is difficult to tell how much. Fewer ads could boost organic traffic; on the other hand, but a fourth ad above organic results can bring down the page to a point that will experience low traffic.
The ads are becoming like organic listings and the only thing differentiating them is the small yellow ad label. This is one of the crucial changes to the SERPs, noticed in the past two years. As a marketer, you should pay more attention to the types of results that are showed in SERPs for keywords that you are willing to rank organically.
No matter what the outcome is, focusing on rich content and smart keyword strategy will always benefit you.
What Should the Marketers and Advertisers do now?
Fewer ads on display means, it will be a bit difficult to preserve the same amount of clicks and impressions that we used to have earlier. This may also mean higher CPCs, because bidding war begins for the coveted top spots. If you are not being able to achieve a good position in a bidding competition, you can at least ask yourself if your keywords are worthy enough.
Here are a few tips that might help you maintain your position in the long run;
- Review all your ads that appears in Google SERPs
- Review your position in search results for a particular keyword
- Enhance your average position in search results
This is not the last and final update that Google came up with as, Google is always tinkering with how the SERPs appear and what will generate them revenue. This is not something new because Google took this step way back in 2012 and after a few months, the ads were put back.
It’s high time for the PPC Experts to focus on their ads because investing in long term stable rankings has always been considered as the best marketing strategy.