Where Have Your Adverts Gone?
Google has changed how the search results look on non-mobile devices. No longer will you see adverts down the right-hand side. This has nothing to do with "ad blockers". It is by design. So what affect will it have on you?
If you currently use AdWords, then spend 1 minute reading the following. If you are thinking about using AdWords, then it is important to understand what this means as well.
The new layout will place a maximum of 4 adverts at the top of the page, and some at the bottom. None at the side. This makes it much more like searching on a mobile phone.
If your advert was previously at the top, then that should remain, at least in the short-term. But in a reaction to these changes, your competitors might become recklessly aggressive, so beware.
If your advert previously showed up on the right-hand side, then it will now effectively have disappeared. How often do you scroll all the way down to the bottom of the page? Especially now that there are more adverts at the top.
In the short-term, the biggest losers will be those who appeared on the right-hand side. But only some of them.
There are probably 3 reasons why your advert used to appear there. It wasn't very good. You didn't have a big enough budget. Or it was a calculated decision to get a small number of clicks at a low price. If you were reasons 1 or 2, then you probably won't notice a difference. It is unlikely that you were getting many (good) clicks anyway.
The concern for those running good campaigns, ones that display adverts at the top, is that some people running bad adverts, will simply decide to bid much more, in a desperate attempt to at least appear on the page. All this will do is force up prices for everyone. The bad adverts will probably not succeed in the medium term, but by then the damage will have been done.
The above is simply an opinion. Over the coming months we expect to see statistics regarding the effects. Meanwhile, if you do use AdWords, take the above into consideration. If you need help, please get in touch.
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This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.
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