Google side-ads have been there for ages. But now, the tech giant has decided to do away with them to furthermore improve their platform
Eric Hammis explains how this will directly affect you:
Before we get into why Google made this change and what effects it has on business owners and advertisers, let me know clear this up now: This change is a positive change if you’re using paid search ads.
Change often leaves people uncomfortable, and with the internet of things, changes happen often and swiftly. Thankfully, Google’s change to ad positioning is nothing to fear, and I’ll explain why.
Why This Is A Good Thing
Take a second and think about how you interact with a search engine after you enter your search. What is the first thing you do? What does your eyes gravitate towards first? If you are anything like me, your eyes are going to that first search result at the top level, and I represent a large pool of people who follow the same routine.
A study using WordStream customer data was done in January of 2016, the month prior to the change in ad positioning. According to results, side and bottom desktop paid clicks on the search engine results page (SERP) resulted in only 14.6% of clicks. So where are the rest of the clicks going? You guessed it! 84.5% of clicks happened on the top positions. Also, the No. 1 position accounts for nearly 40% of clicks, and it declines from there.
So as you can see, Google is trying to help those who utilize paid search ads. By having your ads placed in the top position, it’s putting your ads right in the prime real estate of where most people do their click play.
Unfortunately, making room for paid search ads moves organic listings down the ladder. Google is lowering the amount of paid search ads — 11 to 7 — and putting 1-4 paid search ads at the top and the rest at the bottom. So this means organic listings are going to take the hit as they are completely removed from the top positions on desktop for any commercial search query.
Another Advantage For Paid Search
Prior to the change in positioning, paid search ads were shoved to the right side, almost like a cage at a zoo where they were kept safely away from the organic search results. However, not only have paid search ads broken out of their cages and claimed the top spot, but they are also replicating organic search results.
Previous to the change, paid search ads had a different appearance than that of an organic search result with the text under the title broken down into two lines. Each of those lines were limited to 35 characters per row. Now the text within the ad is a singular line with 70 characters of ad space copy. So it’s creating a more native appearance that replicates an organic search result.
So why is this an advantage?
If you take a look at the epic battle between organic search results and paid search ads, organic search ads have dominated. For every 1 click on a paid search ad, the organic results generate 8.5 clicks. This is, of course, for search results that include paid search ads. For whatever reason, whether it’s the location or people just generally don’t prefer to click on ads, organic search results are getting the most action.
By moving paid search ads to the top position and giving them a more native appearance, it’s giving paid search ads the best chance to get clicked. Also keep in mind that paid search clicks, on average, result in a 1.5X higher conversion rate. This is Google’s way of giving paying advertisers more bang for their buck.
You can read the entire article HERE