Google’s Right Rail Ads Are Gone. What Now?
From a marketer’s point of view, Google ridding itself of right-rail ads may be a good thing. On Tuesday, I searched on my desktop computer for “insurance” and had to scroll down, down, down to find the first organic search result. On a less common search term, however, only organic terms popped up in the main listing, but I did see ads to the right — just not in the right rail.
While Google’s official blogs didn't talk about the changes, a Googler did talk to Search Engine Land, according to the publication’s post on Friday. It reads: “Ads will not appear on the right side of desktop search results, with two exceptions: Product Listing Ad (PLA) boxes, which show either above or to the right of search results [and] ads in the Knowledge Panel.”
And since then, vendors sent reactions about it to Target Marketing.
“From Google’s perspective, these changes benefit searchers by putting more focus on ‘more up-to-date’ results, which just so happen to be paid ads that can be updated nearly instantaneously, as opposed to organic results which take longer to impact rankings,” says Dave Ragals, global managing director of search at IgnitionOne, in a statement emailed to Target Marketing on Tuesday. “For advertisers, it means greater pressure to be above the fold, which means higher CPCs. While some advertisers may find some value in the bottom-of-the-page results, the CPC spread between Positions 4 (for queries that display four ads above the organic listings) and [Position] 5 could be significant.”
What Ragals means by “bottom-of-the-page results” is this:
Totaled up, I saw seven paid ad results for my “insurance” query, three Google Places listings, three Google News items and nine organic results (the top two of which were the top two paid ads above the fold).
Related story: 11 Steps for Google’s New Shopping Campaigns