As I write this post it’s Saturday, I just woke up, the sun is out: I can finally relax… boom, last minute news : Confirmed: Google To Stop Showing Ads On Right Side Of Desktop Search Results Worldwide . You can’t stay calm for a minute when Facebook and Google are involved. In super summary: it now seems certain that Google will remove the advertisements that appear laterally , next to the search results made by Desktop devices, keeping the ads (currently 3, maybe 4 in the future) above and below the ten organic results that appear after searching for a query. The only exception: product listing ads . A minor change? Not really. This decision in my opinion has a crazy domino effect for anyone who deals with Web Marketing, not only for pay per click professionals.
Here’s what could happen… 7
Effects After Removing Google Sidebar Ads Some effects due to this decision, some certain others possible… 1. Increased cost per click The law of supply and demand dictates that the less available a good is, the greater – potentially – the cost of obtaining it. For each keyword purchased on Google Adwords, there will be less and less space available , triggering more aggressive auctions. 2. Life gets tough for small advertisers Obviously, those with a smaller budget will have a much harder time finding space in the standard search network for the most competitive keywords. More budget, more ingenuity and more specialization are needed. But not only that…
Professionals are needed
Now more than ever, improvising on Google Adwords becomes very risky: it means throwing money away to get nothing. These continuous changes in digital marketing, in general, lead to a need for digital hyper-specialization on niche indonesia email list topics (for example: those who know how to do Google Adwords well are not necessarily also able to do advertising on Google Shopping well, on the contrary!). 4. Higher click-through rate on paid links? With the probable increase to 4 paid ads at the top, above the natural results, it is reasonable to expect a higher Click Through Rate , that is, the rate of clicks on paid links.
With further expenditure of resources on
Google Adwords for advertisers (but, at the same time, a probable increase in results for those who are able to position themselves in the first 4 positions). 5. Pay more attention to the various ad formats available With the possibilities offered by the Google search network decreasing, you need to experiment more confidently with the Display network (banners), video ads, ads with Google partners, in-app ads… 6. More space for advertising alternatives Evidently, the increase in the budget needed to advertise on Google Adwords for the standard search network makes it mandatory to look around for some alternatives .
The budget to spend on promotional
Activities is limited, so it could be moved more decisively also on: Social Ads (advertising on Facebook, Instagram, Twitter) Native Advertising / Sponsored Posts Engagement of various bloggers and influencers Affiliate Marketing Dem 7. SEO vs Paid Traffic Assuming that it will be more difficult in terms of visibility – or more expensive – to run pay per click campaigns on Google, it is plausible to think of a contextual imbalance email data in favor of SEO campaigns to obtain increasingly high-performing and visible websites on natural search results. Those who rank high up on Google need not worry too much, although those who work on running online projects know that SEO and paid traffic are not so much alternatives, but more often complementary.
In terms of budget allocation
However, this choice by Google may have consequences. But why did Google make this choice? The easiest answer is probably to earn more from every single keyword purchased on Google Adwords. And, possibly, to give breath to other Google ad cz leads formats in the background compared to the classic “search network only” campaign. Google Shopping could occupy that space and take away market from giants like Amazon. Plausible. I add: why not, also to do a bit of cleaning in messy SERPs, packed with ads, banners, tabs… This would translate into a greater selection of ads and advertisers , for a more orderly and pertinent response to user searches, with a greater chance of the user clicking, no longer disoriented ( less is more ).
