Google Kills Right Desktop Serp
Posted: Wed Dec 04, 2024 5:50 am
From February 19, 2016, Google has confirmed the change in the structure of the SERP (results page) on desktop searches: additional space will be given to paid advertisements in the upper part (from 3 to 4), while the part of lateral advertisements on the right side will be completely removed.
This is what the search for 'london hotel' looked like a few days ago…
1-2016-02-23_1742
This is how it looks since 20/2/2016…
2-2016-02-23_1742
We are studying how this will impact user behavior, cambodia telegram phone number list experience on Google (too many ads?), cost per click and CTR on Adwords, distribution of clicks between organic listing (SEO) and paid listing .
It is likely that companies that invest in Google will register an increasing expenditure/CPC (remember Google Charity? ) and therefore will have to be better at managing campaigns (perhaps integrating tools that increase the frequency of Bidding make them save on Google Adwords ).
Possible reasons that prompted Google to make this change in the layout of the results page:
a) Increase in Adwords unit revenue that will come from a reduction in the number of available spaces/ads (scarcity effect). PPC lovers, get ready to increase your 2016 budget!
b) The CTR of the side ads was still low (studies say 10% for Compete , 14% for Wordstream) so as not to generate much value for Google
c) Users aware of how advertising appears in Google (1 in 3 on average) probably associated the ads on the right side with advertising , so to continue to appear ad-free Google decided to kill the right side of the SERP.
This is what the search for 'london hotel' looked like a few days ago…
1-2016-02-23_1742
This is how it looks since 20/2/2016…
2-2016-02-23_1742
We are studying how this will impact user behavior, cambodia telegram phone number list experience on Google (too many ads?), cost per click and CTR on Adwords, distribution of clicks between organic listing (SEO) and paid listing .
It is likely that companies that invest in Google will register an increasing expenditure/CPC (remember Google Charity? ) and therefore will have to be better at managing campaigns (perhaps integrating tools that increase the frequency of Bidding make them save on Google Adwords ).
Possible reasons that prompted Google to make this change in the layout of the results page:
a) Increase in Adwords unit revenue that will come from a reduction in the number of available spaces/ads (scarcity effect). PPC lovers, get ready to increase your 2016 budget!
b) The CTR of the side ads was still low (studies say 10% for Compete , 14% for Wordstream) so as not to generate much value for Google
c) Users aware of how advertising appears in Google (1 in 3 on average) probably associated the ads on the right side with advertising , so to continue to appear ad-free Google decided to kill the right side of the SERP.