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BIG CHANGES to Google Ad Placement: How Will it Affect Your Campaigns? 5 Key Takeaways

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Things are always changing in the world of search, but last month Google REALLY shook things up with a huge change to the way AdWords ads are displayed on the search results page (SERP). In the biggest SERP layout change we’ve seen in years, Google has completely eliminated standard text ads on the right side of the page, increasing top-of-page ads to four for many queries.

Now, as the dust from this surprising change settles, we’re beginning to see exactly which accounts were affected and what advertisers should be looking out for.

Join the webinar to learn:
-Exactly how this change will impact you
-Data on expected impacts to CTR, cost per click, and impression volume
-How advertisers have been able to capitalize on the change

Published in: Marketing
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BIG CHANGES to Google Ad Placement: How Will it Affect Your Campaigns? 5 Key Takeaways

  1. 1. @ErinSagin @MarkIrvine89 BIG CHANGES to Google Ad Placement: One Month Later – 5 Key Takeaways!
  2. 2. www.wordstream.com/learn Want to get smart in paid search? @ErinSagin @MarkIrvine89
  3. 3. Join the conversation on Twitter @WordStream @ErinSagin @MarkIrvine89 @ErinSagin @MarkIrvine89
  4. 4. Meet Mark & Erin @ErinSagin @MarkIrvine89 • PPC Evangelist & Community Manager • 4+ years at WordStream • Tweet me! @erinsagin • Senior Data Scientist • 3 years at WordStream • Tweet me! @markirvine89
  5. 5. @ErinSagin @MarkIrvine89
  6. 6. @ErinSagin @MarkIrvine89 February 18th was shaping up to be a perfectly normal day until…
  7. 7. @ErinSagin @MarkIrvine89 Chaos Ensued
  8. 8. @ErinSagin @MarkIrvine89 Google Killed Off Side Ads
  9. 9. @ErinSagin @MarkIrvine89 Why’d They Do It? Good question!
  10. 10. @ErinSagin @MarkIrvine89 My Guess: UX Improvement!
  11. 11. @ErinSagin @MarkIrvine89 Our Guess: UX Improvement!
  12. 12. @ErinSagin @MarkIrvine89 My Guess: UX Improvement!
  13. 13. @ErinSagin @MarkIrvine89 My Guess: UX Improvement!
  14. 14. @ErinSagin @MarkIrvine89 Closer Alignment With Mobile Experience
  15. 15. @ErinSagin @MarkIrvine89 Source: https://moz.com/blog/four-ads-on-top-the-wait-is-over
  16. 16. @ErinSagin @MarkIrvine89
  17. 17. @ErinSagin @MarkIrvine89
  18. 18. @ErinSagin @MarkIrvine89 Key Takeaway #1
  19. 19. @ErinSagin @MarkIrvine89 This is not a brand new SERP The change in February only affects the DESKTOP searches. Tablet and Mobile searches have been like this for YEARS.
  20. 20. @ErinSagin @MarkIrvine89 This is not a brand new SERP Google had served SERPs like this since 2015, albeit less often.
  21. 21. @ErinSagin @MarkIrvine89 This is not a paradigm shift.
  22. 22. @ErinSagin @MarkIrvine89 If anything, ad performance is better
  23. 23. @ErinSagin @MarkIrvine89 If anything, ad performance is better
  24. 24. @ErinSagin @MarkIrvine89 If anything, ad performance is better
  25. 25. @ErinSagin @MarkIrvine89 If anything, ad performance is better
  26. 26. @ErinSagin @MarkIrvine89 Wait, nothing changed?
  27. 27. @ErinSagin @MarkIrvine89 Google is showing fewer ads.
  28. 28. @ErinSagin @MarkIrvine89 But these ads weren’t generating many clicks anyways.
  29. 29. @ErinSagin @MarkIrvine89 Key Takeaway #2: Rewrite your old ads for the new SERP
  30. 30. @ErinSagin @MarkIrvine89 Old Ads May Show Differently Now The old side ads: Are now served like all other ads: Headline Display URL Description Line 1 Description Line 2 Headline – Description Line 1 Display URL Description Line 2
  31. 31. @ErinSagin @MarkIrvine89 Key Takeaway #3: Ad Extensions in all positions
  32. 32. @ErinSagin @MarkIrvine89 Ad Extensions in all positions
  33. 33. @ErinSagin @MarkIrvine89 Key Takeaway #4: Optimize for Shopping!
  34. 34. @ErinSagin @MarkIrvine89 Optimize for Shopping!
  35. 35. @ErinSagin @MarkIrvine89 Key Takeaway #5: Make the most of Mobile!
  36. 36. @ErinSagin @MarkIrvine89 Desktop is so 2013, anyways.
  37. 37. @ErinSagin @MarkIrvine89 Now More than Ever: Keep A Close Eye On Your Performance
  38. 38. @ErinSagin @MarkIrvine89 Special Offers! Would You Like… a) FREE Live demo of the WordStream Advisor to learn how to manage your PPC in 20 minutes a week b) 1-1 AdWords Assessment with AdWords Certified Consultant c) I don’t need help with my PPC
  39. 39. Q & A @ErinSagin @MarkIrvine89
  40. 40. @ErinSagin @MarkIrvine89 THANK YOU! Benchmark your AdWords account today! www.wordstream.com/google-adwords Questions? 855.967.3787 Webinar

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