With right hand side ads disappearing in search, google is clearly telling brands to focus on mobile in their paid search marketing strategy.
Adwords will soon display four ads above organic search results, no ads to the right of search results, and three additional ads below search results, according to The SEM Post.
At the same time, the company says it may show an additional ad — four, not three — above the search results for what it calls “highly commercial queries”. Google has also confirmed that this change is global and that it applies to all languages supported on Google Search. It’s expected this change will be rolled out to all Google Search users by February 22nd.
This is certainly a major shift by the search engine giant and would force brands and agencies to re-look at their search marketing strategies.
Here are some of the early observations based on the news stories trickling in:
Desktop Search Marketing going Native
The removal of ads in the right sidebar of the results means Google’s desktop search results pages will look a lot more like mobile search results pages, which are displayed in a single column for obvious reasons. Google is clearly moving in the direction of native search advertising where the line between paid and organic would actually disappear.
Making Search Marketing More Premium
Google’s share of revenue per search ad has slid recently. For years, Google ran up to eight paid ads on the right side in desktop mode. While the total varies for each search, there will now probably be fewer paid spots for each result — and, therefore, a scramble by advertisers to bid more in Google’s auction.
What falls under highly commercial queries in search marketing?
According to Search Engine Land, This would involve searches like “hotels in Mumbai” or “car insurance” and the like. There are also two exceptions to the right-side change:
- PLA boxes will be the only time ads will continue to show on the right side of the desktop search results page.
- Ads in Knowledge Panel
Poor score in search marketing might get penalised
Although the update is limited to desktop search results pages, so your brand’s desktop traffic may get affected. However, ads that appear beneath the third or fourth position may see a decline in click-through rates immediately. This means that google PPC campaign would require a lot more optimisation than ever before. This would also force the site owners to improve the overall content quality on their landing page to improve their search score and build more deeper relevance for the search engine.