Post by account_disabled on Dec 20, 2023 19:56:50 GMT -8
The expected change has become a reality. The change is the removal of the right advertising column in the SERP results on Google. We will consider what this change can realistically bring in the following text. For now, these are subjective estimates, the objective evaluation of which will only come with a longer time interval. This is one of the biggest changes that has affected advertising on Google. Now the right column will be empty, the only things that can appear here will be product ads (Shopping Ads) or search details for people or places (Knowledge Graph). For PPC campaigns, this means a loss of eight text positions. In contrast, a fourth position is added above organic search. Three ad positions will continue to appear below organic search results.
image search B2B Email List results What effects this change will cause is currently the subject of many forecasts and theories. We will outline the most discussed reasons and effects. * Google wants to earn more One of the certainties. I can't think of any other primary reason why Google would have made these changes otherwise. There are, of course, other reasons, but surely the increase in profit is calculated. Other reasons include the merging of display on mobile devices, where there was no right column of ads on mobile phones. By adding a fourth position, only ads are displayed on search results for devices with low resolutions, increasing the chance of them being clicked. * There will be a significant increase in cost per click (CPC). This is already more up for discussion.
The first thing to consider is what the difference was between the conversion power between the top positions and the right column. According to the comparison of PPC specialists, according to the order in the right column, there is a difference of 7 times lower CTR (click-through rate) compared to the top positions, even though in some specific examples these lower positions were targeted. So we can assume that if it was costly for someone to strive for major positions until now, they will not strive for them now either. There are still opportunities to place below the organic results, which, although not very converting, could be compared to the lower positions of the right column to some extent. Therefore, I believe that a dramatic increase in the price per click will not occur on a regular basis. The impact is reflected in the increase in time spent managing PPC campaigns.
image search B2B Email List results What effects this change will cause is currently the subject of many forecasts and theories. We will outline the most discussed reasons and effects. * Google wants to earn more One of the certainties. I can't think of any other primary reason why Google would have made these changes otherwise. There are, of course, other reasons, but surely the increase in profit is calculated. Other reasons include the merging of display on mobile devices, where there was no right column of ads on mobile phones. By adding a fourth position, only ads are displayed on search results for devices with low resolutions, increasing the chance of them being clicked. * There will be a significant increase in cost per click (CPC). This is already more up for discussion.
The first thing to consider is what the difference was between the conversion power between the top positions and the right column. According to the comparison of PPC specialists, according to the order in the right column, there is a difference of 7 times lower CTR (click-through rate) compared to the top positions, even though in some specific examples these lower positions were targeted. So we can assume that if it was costly for someone to strive for major positions until now, they will not strive for them now either. There are still opportunities to place below the organic results, which, although not very converting, could be compared to the lower positions of the right column to some extent. Therefore, I believe that a dramatic increase in the price per click will not occur on a regular basis. The impact is reflected in the increase in time spent managing PPC campaigns.