Google is testing a new placement for some ads to appear at the bottom of search results pages rather than the right rail. This change, called "Google Bottom Ads", aims to improve ad visibility by placing ads in the center of users' focus. While click-through rates for bottom ads may increase due to improved visibility, it could also reduce clicks on other ads and organic listings by extending the page. Advertisers and search engine optimization specialists will need to monitor performance impacts as users adjust to the new ad format.

1. Industry Alert top i c
Google bottom ads
Google ‘Bottom Ads’: challenge
Visibility for lower-ranking ads
How Will They c h a n n e l s i m pac t e d
Paid search, SEO
Impact Search? november 2011
Google recently announced a new desktop ad placement • Only applies to Google.com,
where certain right-side ads will move to the bottom of not the Search Partner Network
the search engine results page (SERP). Based on user
experience per query, Google may push right-side ads • Does not apply to Google mobile search,
to the bottom but the number of ads on the SERP will which already features bottom ad placements
not change. Currently, bottom ads only show for queries
with fewer ads. A few other conditions to this change: • Advertisers cannot opt-out of bottom ads
10th-ranked
organic listing
New
bottom ads
performics.com • blog.performics.com • @performics

2. Impact on Impact on
the Paid Search Experience the Organic Search Experience
It’s possible that—based on the query—lower right side Google confirmed that bottom ads won’t impact
ads could be pushed to the bottom, but this isn’t neces- how organic results are determined and bottom ads
sarily a bad thing. Google utilized Eyescan research to will be easily distinguishable from organic listings
determine that searchers’ eyes direct to the center of the due to the background color and “Ad” label. But—
page, rather than to the right side. In testing, Google even if searchers are able to easily distinguish bottom
found that bottom ads have comparable click-through ads from organic listings—bottom ads could change
rates (CTRs) as right-side ads. the organic page experience.
Google stated that bottom ads are not a ploy for higher Essentially, bottom ads make page one of the SERP
advertiser bids (so advertisers avoid potentially falling longer and first-page search visibility more critical.
into the bottom ads.) Like always, ideal ad position For instance, searchers focused on the center column
depends on the query, the competition and the time. need to scan more listings before moving to page two.
It’s possible that ad traffic and performance, for some Of course, this is already true in relation to queries that
queries, may decrease if the ad falls to the bottom but feature top-sponsored ads, but searchers are conditioned
for other queries, ad performance may increase. For to top-sponsored ads. Searchers aren’t conditioned to
example, bottom ads may be more noticeable based on bottom ads; they may spend slightly more time focused
how searchers scan the page (eyes directed to the center). on page one’s center column as they scan past the
Additionally, searchers aren’t accustomed to bottom organic listings to the bottom ads.
ads on Google desktop and may, at first, mistake them
for organic listings and more frequently click on them. By the time a user has scrolled to the bottom of the
These factors may increase click-through for bottom page, the top ten organic results haven’t provided links
ads, especially for query types (like research-based that satisfied the query. Therefore, at the bottom of the
queries) where searchers may completely ignore right- page, the user may be amenable to reading the copy of
side ads. To increase visibility, right-side ad features an ad, considering the organic results haven’t been
like ad extensions are also available for bottom ads. helpful. Searchers may now notice bottom ads when
they never would have noticed those ads had they
The main takeaway is that ad performance must be served on the right side.
continually evaluated and optimized based on balancing
visibility and budget. In some situations, falling into Instead of moving to page two, searchers may just click
the bottom ads may be the optimal position. In other on the bottom ads; thus, bottom ads may cannibalize
situations, bids may have to be increased to avoid the organic clicks from page two. As a result, as bottom ads
bottom. In the coming weeks, Performics will pay close become more common, Performics will also pay close
attention to abnormalities in CTRs for lower ranking ads. attention to page-two organic CTRs.
If you have any additional questions on Google bottom ads,
please contact your Performics account team today.
industry alert
performics.com • blog.performics.com • @performics