Google Right Side Ads Discontinued
Last month, Google announced a significant change to remove ads on the right side of the desktop search results and only place ads at the top or the bottom of the search results page.
Google now shows four instead of three ads above the search results as seen in the example below:
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
- Comparing 1/22 – 2/22 vs. 2/23 – 3/26
- Avg pos. worse than 0.5 (which should leave us with only text ads)
- Included Google Search Network Only
- Included Desktop devices only
- Removed all trademark/branded campaigns
- Note: Didn’t include revenue metrics (revenue, AOV, ROI) since AOV can vary across all accounts.
“We also tried to removed all trademark/branded campaigns by reviewing campaign names, campaign labels, etc, but there will be some DSA campaigns, RLSA, and SKU campaigns (among others) that might skew the numbers a bit,” Roman Fitch, Retail Search Manager at CPC Strategy.
- Overall spend is slightly up because overall click volume is higher; not because CPCs have increased (in fact, CPCs are down).
- Clicks aren’t up because impressions are up; clicks are up because CTR is up (in fact, impressions are down).
- The removal of right side ads appears to have improved avg position for text ads; thus leading to higher CTR and lower CPCs
- The removal of right side ads had an almost immediate change with little volatility in avg pos, CPCs, and CTR over the past couple weeks following the change.
“This definitely pushes the need-for-PPC conversation in a positive direction as Google is making a PPC presence more important than ever if retailers want to gain any business/traction in the marketplace.”
For more on the removal of Google’s right side ads, email [email protected]