Google Adwords Removed Right Column Ads
The Search Engine Results Page for Google Adwords got a customization that saw the removal of the Right Column Ads. The change was accompanied by the addition of one spot to the PPC paid listings making them four in number. This consequently pushed the organic non-paid listings further down the search results page. All these optimization angles were thought to have the capacity to have a significant impact on PPC advertising and the Cost Per Click that advertisers would shoulder.
The change in Search Engine Results Page outlook has seen a shift in CPC as well as the overall impression that advertisers are bound to get with the modified algorithm of the Search engine. Among the impacts experienced include:
• Increase in CTR
Advertisers have seen a significant increase in the Click Through Rates for their Ads. The customized page has seen web visitors get an enhanced user experience which directs the increased Click Through Rates. The expansion of the PPC platform in the bulk of the Search Engine Results Page at the expense of the Organic results spots has also contributed to the increased Click Through Rates.
• Steady Traffic
Advertisers utilizing the PPC orientation have experienced steady traffic with the web visitors. Removal of the Right Column meant the elimination of position 8-11 of the PPC paid listings, but that has not impacted the traffic received by the PPC Ads.
• Boost in position 3 PPC Ads
Since the change, Ads in the third position of the PPC paid listings have seen an increased Click Through Rate, which has impacted the impressions made by the advertisers. This is contrary to the general perception that the added fourth spot would be the one to receive accelerated CTR.
• Increase in CPC
Most analysts had projected an acute increase in the Cost Per Click rates. The increase in CPC has however been significant with the PPC paid listings that held position 8-11, mainly because a massive rise in the CTR translates to an enhanced position within the valuable spaces which cost more. Less Ad space for PPC listings has therefore not skyrocketed the CPC.
• Lowered Impressions
Impressions have lowered which is explained by the reduction of the text Ads from the previous 11 to the current 7. However, only 0.2% of the Ad impressions were contributed to by the Ads in position 8-11 which means the bulk of the Ad Impressions is still significantly covered.
The bottom line
The removal of the Right Column Ads has seen the Ad listings in position 8-11 experience 15% loss in desktop clicks and lost impression but a significantly higher CTR and an increased position in the ranking even though it comes with a CPC increase. If you want to know more, contact us here and we’ll be happy to go over your campaigns and see how we can improve!
Vincent DeCastro has over 13 years of SEO & PPC experience with expertise in helping small businesses improve visibility online. Vincent has been a Senior SEO Analyst with SEO My Business for 4 years.