Written by Rudy Diemer | Published on March 29, 2016
Tagged in SEO and PPC
Google has removed Right Hand Side Adwords: what does this mean for you?
Why Did Google Make This Change?
This move does a couple of things for Google. Mainly, it creates a cleaner user experience when someone completes a search. It also provides a better experience between mobile and desktop search. For the first time last year, mobile search queries surpassed queries coming from desktop. To accommodate this, Google often builds products starting with the mobile experience first.
There are now 3 ads at the top of the SERP or 4 ads on more competitive searches. There may also be more ads at the bottom of the results.
The vast majority of paid clicks also come from ads above the organic (non-paid) results. By eliminating the right-side ads from the SERP (Search Engine Results Page), Google is able to clean up the page without removing the most frequently used ads.
How do these changes affect your ads? Note that e-commerce ads will still remain on the right hand side when available.
Less ads above the fold mean it is harder to maintain the same amount of impressions and clicks you’re used to. It could also mean higher CPCs (Cost per Clicks) as bidding wars happen for those valued top spots.
While it’s a good idea to aim for those top spots, that may not always be the most effective. Too high of a bid and the resulting clicks may generate less profit than the ads cost. We always use CPA (Cost per Acquisition or Conversion) as your primary metric.
Focusing on this over position or CTR (Click Through Rate) will keep your campaigns profitable through the bidding process.
There’s been a great deal of speculation on what this means for businesses, advertisers and users alike, with many speculating that the top ads space is going to become even more cutthroat (and expensive). This is proving to be true in some industries, however ads have become cheaper in others.
Consult your AdWord professional to understand how it is affecting your business.
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