Where did the advertisements that used to appear at the right column of Google
search results go?
Google advertisements average position is one of the most important metrics, since
it affects directly the user’s click. In every search, Google used to show ads related to
the search terms above, below and at the right of the organic results.
- Speaking with numbers, a first position advertisement Click Through Rate at
desktop is 19.3%, while it is 27.7% at mobile and tablet.
- Respectively, a second position advertisement CTR at desktop is 11.4% and
only 9.2% at mobile and tablet.
Conversion rate decreases even further as the advertisement “loses positions” and
certainly every brand would prefer to see their business ad at the main body of
results, specifically above or below the organic results and not on the side!
That was happening until yesterday, because Google since Monday 22 February has
withdrawn the right column ads and has added one more position on top, where 4
ads are served in total and 3 at the end of the page. The specific change in the
beginning was regarding only the highly commercial search queries, such as
sneakers or air tickets, nut now it is applied in any search query.
What can be the possible meaning of this change?
The most possible result is that the decrease of ad positions at the first page will
lead to increased Cost per Click and to the need for qualitative improvement of ads.
The advertising budget should be probably increased as the competition becomes
more intense. Furthermore, this will lead to more elective advertisement and more
elaborately designed and targeted campaign in order to optimize the investment.
Also, the aforementioned changes may lead advertisers to Display Network,
Facebook or other channels.
These changes according to Google are solely part of further changes that are going
to be applied in the future.