Posted on April 5, 2016 by Jay Jones
When Google decided to kill right-hand PPC ads, many speculated that the change would be a net negative for paid search marketers.
Let’s look at The Realistic Impact of Google’s Right Hand Ad Changes…
According to sources at Wordstream, there certainly hasn’t been an “Adpocalypse.”
They have looked at over 2,000 clients before and after Google’s change and found that:
- Impressions are down.
- CTRs are up.
- Total clicks are steady.
- Overall CPCs have actually dipped.
Interestingly, the third ad spot in the desktop layout, and not the fourth, has seen the biggest increase in CTR. And while the decrease in impressions for ads in the eighth position and lower is significant, the impact is quite modest because these ads only made up a fraction of a percent of all desktop impressions in the first place.
Based on the large sample size of WordStream’s cross-industry data, it’s clear that on the whole, Google’s changes have not produced many negative effects, and may even be beneficial in some cases.
That can’t all be it?
It took some digging, they identified a financial services advertiser that previously had an average position of 8.6 on a desktop.
“After the new SERP rolled out, they got killed, losing 80% of their desktop impressions,” he explained. “But here’s where it gets interesting. Their CTR more than doubled.”
All told, the advertiser lost 15% of its desktop traffic and is paying $0.16 more per click, but its average position jumped to 4.3, so as Kim sees it, the advertiser now has a more valuable real estate.
Others seem to have benefited unexpectedly from Google’s changes.
For example, there was concern that charities who rely on Google’s Ad Grants programme could be hit hard, but according to Christopher Whalen, a Search and Analytics Consultant at Torchbox, that hasn’t been the case.
What changes have you experienced?
Content courtesy of WordStream and Econsultancy.