Google AdWords Pulls Right Side Ads On Desktop Search Results Globally.

  • biddable media
  • Feb 21, 2016
google AdWords

Google AdWords confirmed Friday, February 19, 2016, that Google search results on desktop will no longer show text ads in the right sidebar. Instead, as many as four text ads will display above the organic listings, and three text ads will show at the bottom of the page.

There will certainly be a lot of analysis to come on what this change means for advertisers — impressions, CPC, CTRs, average position and so on. Here’s what we know so far about the move.

This is the result of a test that started way back in 2010, and has been tweaked over the years since then.

A Google spokesperson stated the change will now roll out across the world. Ads will not appear on the right side of desktop search results, with two exceptions:

  1. Product Listing Ad (PLA) boxes, which show either above or to the right of search results
  2. ads in the Knowledge Panel

The additional fourth ad that may show above the search results will only show up for highly commercial queries, according to Google’s official statement on the change:

“We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.”

The elimination of right-side ads impacts all desktop searches worldwide; the addition of the fourth ad above search results will happen for “highly commercial queries.” This would involve searches like “hotels in london” or “motor insurance” and the like.

The removal of all right-side ads obviously makes the desktop and mobile Google AdWords search results more similar. On mobile, though, Google typically shows either two or three ads at the top of the search results.

source; Search engine land


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