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AdWords Sidebar Ads to be Removed – Now 4 Ads Above the Results

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Google-AdWords-sidebar

AdWords Sidebar Ads to be Removed – Now 4 Ads Above the Results

By Marc | PPC | Comments are Closed | 11 January, 2017 | 0

Google have recently announced that they will be doing away with the classic AdWords sidebar adverts in the SERPs. They also stated that instead of 3 ads, there will now be 4 ads showing above the organic results instead.

This is a significant change, as these AdWords sidebar ads have had been present since 2000. Nonetheless, this is not a surprise, as Google have been testing the ‘no sidebar ad’ format over the past few months.

 

adwords-4-ads
In this listing, IKEA is the first organic result on this page, but it only just makes above the fold (on a 13″ display).

 

Some implications from an SEO perspective are:

  • Highly competitive terms will have 4 ads above the organic results, thus pushing the organic listings further down the page (and potentially below the fold on smaller screens).
  • Potentially less organic traffic from keywords with more than 3 AdWords listings.
  • According to some online sources, about 20% of keywords searched via google have 4 or more Adwords Advert listings.

From a PPC Perspective:

  • May force advertisers to bid more aggressively for the top 4 positions (due to no more AdWords sidebar ads)
  • Will result in a decrease in CTR, Clicks and a potential increase in CPA for ads with Avg Pos below 4.
  • Good for e-commerce sites who utilise Google Shopping.
  • Good for advertisers who’s ads are consistently positioned 4 or above (likely an increased CTR).
  • Advertisers may need to be more diligent about which keywords they increase bids for and which ones they reduce bids for, to maintain CPA targets/goals.

This move was possibly made for the following reasons:

  • Increase Google’s revenues and profits (no surprise there!)
  • Tackle the ever increasing levels of competition for ad space on the search engine.
  • Discourage some active SEO practices by devaluing the benefits of 1st-page organic listings.

It goes without saying that the removal of the AdWords sidebar ads, and the addition of an extra ad above organic listings, will likely have a negative effect on some small businesses who don’t have a strong organic footprint or who can’t bid for top 4 positions for their relevant keywords.

No tags.

Marc

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