Google Remove Sidebar AdWords Ads From Organic Results
Google have made a major change, if not there biggest change ever with regards to organic search display and the way they display Adwords ads, which could affect organic search rankings.
Google will no longer display ads on the right side of the page and will now display 4 ads above the organic results and 3 at the bottom of the page (for highly commercial queries, like ‘Rehab South Africa’, as per above image)
They have been testing this method for years and came to the conclusion that ‘right side’ ads brings in very little revenue for them. The 4th ad I assume will bring in more revenue for them than all side bar ads put together.
They are in the stage of implementing the changes world wide and have confirmed.
The following will happen on desktop results:
* No text ads will be served on the right side of the search results on desktop.
* Google will serve four text ads instead of three in the mainline area above the organic listings for more ‘highly commercial queries’.
* Three text ads will show at the bottom of the page.
* The total number of text ads that can appear on a page will shrink to a maximum of seven (4 top ads and 3 bottom ads)
* Product listing ad blocks and Knowledge Panels (sometimes with ads, as tests continue in these spaces) will show in the right side on relevant queries. At this moment in time nothing shows on the right side.
Adwords Versus Organic Search
Many are predicting that fewer ads will lead to higher prices due to supply and demand.
And there is the question of whether advertisers will be willing to bid the same for bottom-of-the-page ads as they were for right side ads.
Bottom ads would also reduce the click-through to the second page. If a user scrolls down the first page and doesn’t find what his looking for he will 10 to 1 click on the bottom ads and not navigate to the second page. So it is now even more important than before to rank ALL major keywords on the first page, preferably directly under the 4th paid ad, between 1 and 3.
Statistics show that users usually only click on ads for highly commercial queries, and most users will click on one of the first four ads. The overall impact of the 4th ad and the 3 ads at the bottom of the page and removal of right side ads will continue to be debated until Google supply more data.
What is clear is Googles main intention is to generate more revenue and advertisers running bid-to-position strategies will need to make updates. That alone may cause auction patterns to fluctuate for a period as advertisers react to one another’s adjustments. And biding could now escalate due to the demand of only 4 ads above the organic results.
I assume Google will now score big time from removing side bar ads, forcing the advertisers to now bid higher for the top 4 ad positions.
Googles strategy of only implementing the changes on ‘highly commercial queries’ like mine will result in a lot more revenue for them and less organic exposure for those that don’t advertise, like myself. The below image displays me anchored at #1 for the query ‘Cheap SEO South Africa’, Google Adwords has now pushed me down to 5th position.
Its still to early to be able to analyse the impact that this will have on organic search.
So let your Adwords guy know, his in for a major change (that’s if you plan on using Adwords)