The top-ranking search engine unveiled updates to its ad layout last month, most notably, completely removing all right-side ads.
What Changes Will You Notice?
Now users see four ads on the top of Google AdWords. Also, three text ads show at the bottom of the search engine results page (SERP), and the number of text ads decreased from a max of 11 to a max of seven.
Google’s update makes the desktop experience reflect a mobile user’s view by compacting visuals from advertisers.
Why Did Google Change the AdWords User Experience?
The Mountain View-based giant released a statement about the changes and said, it’s “designed for highly commercial queries where the layout can provide more relevant results for people searching and better performance for advertisers.”
It clarified the definition of highly commercial queries as “the types of searches where people express a deep intention to buy. We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries.”
How Do These Changes Impact Advertisers?
If you thought Pay Per Click (PPC) ads were competitive before, it’s about to get even more brutal. There’s no doubt that the AdWords changes will create a bidding war, allowing advertisers with deeper pockets to beat out smaller firms. This highly competitive placement reduces the importance of ad relevancy.
You can work your way around the PPC battle by developing an effective organic search engine optimization (SEO) campaign. Achieving high search engine rankings through organic efforts are incredibly lucrative and quickly generates new leads for your business. You’ll only achieve this success with a proper SEO campaign.
Five Tips for Improving your Organic SEO
- Structure your content around relevant topics. This method is more involved, and mostly more effective than creating content around a focused keyword.
- Keywords are still important. Make sure you include your targeted keywords in titles, headers, sub headers and introduction paragraphs.
- Write comprehensive posts about your topic. Google prefers longer posts that give depth and details to provide a great user experience.
- Optimize your links to guide the user to valuable content. Avoid words like “click here” and hyperlink anchor text that intrigues your users.
- Ensure your website is mobile-friendly. Google AdWords updates are specifically created to reflect a mobile user’s view. It’s not more significant than ever to make sure you website has a responsive design.
Reach out to Big Chief Creative Media if you have specific questions about how these changes affect your ads. We’d love to guide you through this update!