Recent Changes to Ads on Google's Search Pages

Source:  The Aber Group

There have been some changes made on Google’s search pages and staff at The Aber Group shared this information with RTO7 in regard to our digital advertising campaigns.  
 
Recently, Google changed the way that it displays paid search ads on its Search Engine Results Pages (SERPs) by removing all the ads on the right side of the page, apart from Product Listing & Knowledge Panel ads that require data feeds with accurate product descriptions, pricing and inventory amounts. 
 
Here’s an image illustrating this change with Casino Rama as an example:




After two days or so of observable data, Aber was delighted to share that across all their various clients, the impact so far ranges from negligible to positive in terms of click-through volume, average position and cost per click-through.
 
Between Aber’s own research, conversations with Google and observations from their client campaigns, here are some additional data points:
 

1. Google has been testing this SERP format change for several years
2. Google data reflects Aber’s own observations that there will be minimal impact to campaign performance for most advertisers
3. Aber’s initial internal data suggests that the changes are generally positive for campaigns:
   1. Average ad position improved since the weekend of implementation, as lower positioned ads no longer drag down the average.
   2. Click-through volumes generally have improved with an overall reduction in cost per click. In some cases, impression volumes dropped, but were offset by the click-through increase
   3. There has been no noticeable impact on conversions seen so far
4. Aber will continue to closely monitor and optimize campaigns as there is potential for CPCs (Cost Per Click) to increase with the increased demand for top three ads on the SERP

 
Aber’s number one priority is to continue to drive the results its clients have come to expect from its search campaigns.  As a Google Partner agency, they are in regular contact with Google and will share any pertinent information Google provides with RTO7.  With Aber’s position as the head of the IAB’s (Interactive Advertising Bureau) Search Engine Marketing committee, they are in regular contact with leaders in the Search Engine Marketing community and will continue to leverage those contacts to ensure its clients’ on-going success.