An overview of Google’s latest Search changes and what it means for your business
Google has officially stopped showing paid ads on the right side of the desktop Search Engine Results Page (SERP) worldwide. Google has a long history of famous algorithm updates, SERP layout changes and refreshes in an attempt to provide users with a high quality Search experience. This particular change has been tested over the years and has been implemented in an attempt to align the user experience on Desktop and Mobile devices. However, there’s no need for concern or alarm. We’ve broken down what you need to know and what we’re doing at Be Media to minimise impact on performance.
What exactly is changing?
- No text ads will be served on the right hand side of the search engine results page.
- Google might serve four paid texts ads instead of three at the top of the SERP. This will only occur for “highly commercial queries” such as those related to hotels, car insurance or finance.
- Three text ads will continue to be shown at the bottom of the SERP
- The total number of ads that could appear on the Search Results page will fall from 11 to 7.
- Product listing ads and the knowledge panel will still be shown on the right hand side of the SERP where relevant
How this Google SERP change could impact AdWords advertisers
Google AdWords advertising is about to become a whole lot more competitive. The higher competition for visibility could drive up CPCs if you want to achieve top ad positioning. Alternatively, your ad could drop to the bottom of the SERP, potentially decreasing clicks and CTR. Google Shopping advertisers can breathe a sign of relief as product ads will continue to show in the right side bar where relevant.
What about Organic listings?
While this change is specific to AdWords ads, the possibility of 4 ads showing at the top of the SERP instead of 3 does impact the Organic listings by pushing them down, reducing visibility. As a result, it’s important to have a strong Search Engine Optimisation (SEO) strategy in place now more than ever. Chat to our experts today to make sure you’re ahead of the pack!
What we’re doing at Be Media to combat this
At Be Media we are embracing the change! We are already one step ahead of Google as we have always been focused on creating high quality campaigns and user experiences. We will be monitoring bid-to-position trends to identify CPC fluctuations, particularly whilst advertisers react to each other’s bidding adjustments. Be proactive with Be Media, not reactive. We will be continually monitoring all campaigns to ensure any performance fluctuations are addressed and impact is minimal. If you have any further questions about the Google SERP change, talk to our experts today!