A few days ago, we found out that Google would be removing all PPC ads from the right-hand side of the search results page; an announcement that has since sparked widespread debate amongst SEOs. The search results page now has 4 paid ads displayed at the top of the page, which means that it takes longer for users to reach the stream of organic results than it would have previously. While Google have attempted to compensate somewhat by adding a greater number of organic listings below these ads, with 9 blue links being displayed, there is still a great deal of concern from those who rely on organic rankings.
Previously, side adds would have been more obvious to viewers due to their positioning aside from organic results, which helped to highlight the fact that they were ads. Reserving them for within the list of organic searches means that they viewer has to look through these ads, making it more likely that they will get clicked. This has come as an unwelcome change to many SEO professionals, who are concerned that Google is prioritising its commercial gain over the experience of its users. Results that would once have appeared near the top of the page, have now been pushed closer to the middle, giving an almost entirely new meaning to the prospect of coming out 'on top' in organic rankings.
Naturally, there are both positive and negative aspects to these changes with regards to the user, which will depend largely on how aware the specific individual would have been of paid results previously. The more street-wise internet users may be irritated by the fact that they now have to scroll through even more paid results, while those who pay little attention to ad markers may even find the new layout refreshing in comparison to the somewhat cluttered appearance of the previous format. The users least affected by this will be those who conduct their searches largely by mobile devices, on which side ads were not present prior to these changes.
This change has also led to much debate amongst paid search marketers, who fear that the loss of side ads will drive up the price of PPC campaigns, as the competition for the top position becomes more intense.However, some have been quick to dismiss these fears, due to the fact that these ads were already accounting for a low percentage of the total click volume. Wordstream founder Larry Kim also notes that all ads will now be able to use additional add-ons such as sitelink, location and call-out extensions, allowing them to take up a larger area, and providing them with a chance to stand out amongst their competitors. Additionally, he also drew attention to the fact that desktop now account for less than half of all searches, suggesting that perhaps these changes would have had a gradual impact over time regardless, as people gradually migrate from desktop to mobiles.
Whether you view these changes as a positive progression towards better quality ads, or see them as an inconvenience which serves as proof of Google's prioritisation of financial gain over user experience, there is no doubt that you will have to adapt your approach to suit these new developments. As with any updates and alterations in the world of SEO, it is doubtful that the affects of these changes will be felt straight away, however, it is important that people start to examine new strategies straight away to avoid being left behind.
To find out how we can help to improve your visibility in search engine results, or assist you in targeting the right audience with your Google ads, get in touch today.