You may not have noticed just yet, but Google has updated the way in which it displays results for desktop and tablet devices which is definitely worth knowing about if you use pay per click advertising. It’s probably also worth taking look for yourself – for example try out ‘used cars kent’ (or click on the image below).
As you can see if you open the image on the left, the way in which adverts are now displayed at the top of the page is different. Significantly there are now no side ads, and up to four adverts are now displayed at the top of the page, similarly up to three pay per click adverts are now displayed at the bottom of the results. So far, it’s evident that where the search dictates, knowledge graph, news and image results are unaffected by this latest change.
In truth the change was a bit of a surprise to many people as Google made no official announcement prior to it being rolled out on February 19th. A key reason behind this is that they expect that there will be little impact on organic click through and in all likelihood, they’re equally aware that if anything, the changes will maintain or (whisper it) increase PPC click-through. Another thing to bear in mind is that for now, the changes only apply to desktop and tablet, but there is little doubt that Google will be thinking about how it can enhance its mobile search similarly.
We will of course be monitoring PPC and organic performance in terms of cost per click and click through rates and react to any changes that become evident accordingly. Our view is that the likely impact won’t be significant, and certainly nothing that can’t be adapted to and exploited for the benefit of clients’ businesses.
If you have any questions regarding the update or the services GForces can provide as a Google AdWords Premier SME Partner, don’t hesitate to contact us today.