Since introducing AdWords 15 years ago, Google has changed the way consumers use it many times. They’ve shown great integrity, proving to provide customers with the content they want, when they want it. You may or may not have noticed since Feb. 19 that Google is no longer showing AdWords ads on the right-hand side of its search results page (SERP). Instead, they're being shown at the top and bottom of the SERP. Don't be skeptical, though. Similar to Google's previous updates, this one is sure to make your life easier!
In the hustle and bustle of a technological society, we're using multiple devising, watching more videos, and visiting more websites than ever before. What Google is hoping to accomplish with this update is bringing the desktop experience closer to mobile. Even though the right-hand space will still be there for Product Listing Ads (PLAs) as well as Knowledge Graph Boxes, we're forecasting a struggle due to the continuous "push-downs" of organic posts.
You may be wondering how this change affects you. We're here to share that organic space is more precious than ever, with the ability to lead towards a stronger focus on SEO. For paid search advertisers, the change will increase the average CPCs as the competition for the top slot continues to grow. The top-page paid search is becoming a cutthroat and very expensive practice. Organic listings will soon be pushed even further away on the first SERP and product listing ads will be taking over.
According to the Media Image, one of the first organizations to break the story, the reason for this may well be because "Google has determined the average click-through-rate for Right Hand Side Ads is poor across verticals. CPC inflation is expected from this change and is projected as more profitable in the long run." (Rowan Kleijl, The Media Image, Feb. 18 2016)