The document discusses recent changes in Google ad placement, specifically the elimination of side ads, which aims to improve user experience and better align with mobile practices. Key takeaways highlight the need to rewrite old ads for the new search results page, the importance of ad extensions, optimizing for shopping, and focusing on mobile performance. Overall, while fewer ads are shown, ad performance may actually improve as a result of these changes.

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BIG CHANGES
to Google Ad Placement:
One Month Later –
5 Key Takeaways!

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February 18th was shaping up to be a
perfectly normal day until…

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Chaos Ensued

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Google Killed Off Side Ads

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Why’d They Do It?
Good question!

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My Guess: UX Improvement!

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Our Guess: UX Improvement!

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My Guess: UX Improvement!

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My Guess: UX Improvement!

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Closer Alignment With Mobile
Experience

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Source: https://moz.com/blog/four-ads-on-top-the-wait-is-over

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Key Takeaway #1

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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.

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This is not a brand new SERP
Google had served SERPs like this since 2015, albeit less often.

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This is not a paradigm shift.

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If anything, ad performance is better

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If anything, ad performance is better

24. @ErinSagin @MarkIrvine89
If anything, ad performance is better

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If anything, ad performance is better

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Wait, nothing changed?

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Google is showing fewer ads.

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But these ads weren’t generating
many clicks anyways.

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Key Takeaway #2:
Rewrite your old ads for the new SERP

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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

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Key Takeaway #3:
Ad Extensions in all positions

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Ad Extensions in all positions

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Key Takeaway #4:
Optimize for Shopping!

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Optimize for Shopping!

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Key Takeaway #5:
Make the most of Mobile!

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Desktop is so 2013, anyways.

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Now More than Ever:
Keep A Close Eye On Your Performance

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