If you’ve done a Google search recently, then you’ve probably noticed something is different. Maybe you weren’t able to place your finger on it? If you’re in digital marketing, then you may have noticed it right away. So, what’s changed? The side ads are no longer present on Google Search! Search results seem so bare without them.
Now, let’s remember what’s done is done…so don’t freak out. We know Google has a way of throwing us curve balls from time to time. We need to understand why they’re making changes and how to adapt to the new way of Google Ads life.
I ran across an article titled Google Kills Off Side Ads: What You Need to Know, and I immediately did a Google search to see if the side ads are now gone…and they are. At first, I was not sure what to think. So, I started doing some research to learn more about the changes that Google implemented.
Why did Google make this change?
Well, as you can imagine, it’s difficult to get a clear answer on this topic; however, based on what I’ve read there are a few reasons that seem to be resounding with many PPC practitioners as to why this change has occurred. Again, these are speculations that seem to be at the top of everyone’s list.
- Gain more revenue
- Align desktop and mobile searches
- Gain more room on the side for Google’s Product Listing Ads and Knowledge Panels
What changes have occurred?
Let’s walk you through some high level basics regarding the changes Google has implemented.
- There are no more side text ads.
- There are now four ads displayed at the top of Google search results instead of only three. These ads are for more “highly commercial queries.”
- Three text ads will show at the bottom of the SERPs (Search Engine Results Page).
- Total number of text ads will shrink from as many as eleven down to a maximum of seven per SERP.
- Most organic searches will now be below the fold.
What’s the impact on your business?
It’s too early to tell the overall impact this may have on your business and CPC (Cost Per Click) concerns. However, we can easily identify some areas where this may have positive and negative impacts on your business.
Negative Potential Impacts
- You may have to get more competitive with your ad budget in order to get a top spot.
- For many desktop devices, the #1 organic search position will no longer be visible above the fold.
- Organic search results will get pushed down on the SERPs.
Positive Potential Impacts
- Desktop results will now be in line with mobile search results with the same look and feel.
- Since there will no longer be side ads, all ads will give you the ability to use ad extensions. So, you’ll have more room to highlight important information about your business.
- Additional ads added to top and bottom of SERPs
Again, until this has been in effect for a while, we won’t know the direct good/bad impact these changes will have on our businesses overall. What we do know is that it’s here and it’s here to stay; therefore, we have to find ways to adapt to these changes. We all know change is inevitable, especially with Google! So, don’t freak out! Take some time to read up on the changes and identify a strategy that will work best for your business in light of these changes.
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