Google has confirmed the killing of right-hand side ads and it is rolling out this change globally. Instead, there will be 4 AdWords ads in the top of an organic result and 3 ads below it. However, product listing ads and knowledge graph ads will continue to be shown on the right side. The change has received a sharp reaction from search marketers and advertisers on the web. Speculations are coming up in forums regarding its impacts on search and marketing.
Change is the name of Google. It keeps improving search with various updates. Some of the changes are welcomed while others get strong reactions from panic marketers. In this case, change has got mixed reactions but hopes to bring positive result in PPC marketers.
Let us examine the impacts of removing right-hand side ads for marketers and advertisers:
- Top Ads Get More Clicks
To find out exact clicks effect, WordStream analyzed about 2000 customer accounts of various industries representing tens of millions of clicks in the US. It has found that 85% of clicks come from top ads and only 15% come from side or bottom ads in the month of February 2016.
Hence, removing right side ads won’t impact a number of clicks as a new fourth ad and bottom ads will make up the loss clicks of side ads.
Fourth spot ad looks like an organic result than ad increasing clicks as some users are biased toward an organic result. The fourth position ad contains ad extensions giving more space to show business information increasing credibility and click-through rate.
- Change in Ad Impressions
Most probably, change in desktop result done to be in line with a mobile result. In fact, Google might have tested this new layout thousands of times before implementing and found it improves ads performance.
Ads will get more impressions on overall SERPs especially on keywords with commercial intent. Further, SERPs with one, two or three ads will be rare and lost impression will be absorbed in fourth ad spot and ads below organic result.
Moz has already found that four-ad blocks account is available only in 20% of the pages.
- An advantage for PPC Marketers
PPC marketers will get more space to show additional information in ads extension. Location, site link, and contact number and other ad extensions can be shown which wasn’t possible before. This is because they never appeared for the side ads.
It means if you were getting ad position in off side but now bumped in the 4th spot or below spots, you can display extensions to win more clicks or traffic.
Earlier, top and side ads complicated testing and reporting to some extent as ad extensions were irregularly used and done in accordance with ad position. Now, uniform data can be achieved and solve the problem for advertisers.
- Effect on Organic Search
Without a doubt, this change will affect organic search and SEO industry. This is because #1 organic result was replaced by #4 ad position. Top organic search result won’t be visible above the fold on many desktop services. But, we already know that organic result has been losing ground to new ad formats and other SERP changes every year.
But, some marketing experts hope it will increase page scrolling as some users are biased on ads leading to more clicks on organic result scrolling below.
Many advertisers are fearing a huge rise of CPC in ads. This is because Google is losing only 15% of total desktop clicks but, it is expected to be replenished with #4 and bottom ads in SERPs. So, don’t panic and stay calm. No major changes in auction dynamics (CPCs, impression volume, etc.) are expected as the changes are balanced. Google has just renamed stuff as position 1-3 on right side ads is now position 4, position 5-7 right side ads are now bottom 1-3 ads.
But, clearly, an organic search result is the worst affected of this change. What do you think about it? Share your thought with a comment below.