Google’s Paid Ad Change: What Does it Mean for Marketers?
2. Adjust keywords and bids. If you find that keywords are slightly irrelevant, the easiest fix is to lower bid amounts. However, this presents an opportunity to go further and find keywords that might be more relevant to your audience. After all, search marketers will have to live with the new search results page for some time and work with consumers as they adjust.
Adjust your keyword matching and negative keywords based on your findings. Go beyond what your keyword planner tells you and consider why consumers might be clicking on your ad and what's motivating them to search for a particular phrase in the first place. These insights can influence your SEO keywords as well.
3. Check back frequently. For marketers, the change is a blessing in disguise. It's another opportunity to follow Google users’ journey to your website and get inside their heads. Since this change is so new, you'll have to check back frequently and adjust as consumers adapt to the new layout.
Over the years, Google users grew used to disregarding the highlighted pay-per-click ads at the top of the page. Now that those ads are less distinct from organic results, that process may take longer or not happen at all. It's up to marketers to play psychologist and keep up with evolving search behavior.
Michael Mothner is the founder and CEO of Wpromote, an online marketing firm that runs SEO, PPC and social media campaigns for companies worldwide. He's also the author of the new book, "Experts & Engines: ROI Focused Online Marketing Through Intuitive Search Intelligence."