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15 March 2016
Saying Goodbye to Google’s Right Hand Side Ads
You must have heard by now, Google is at it again. Once again Google put the search industry into a spin with its latest update to the search results page. Google is constantly trying new things, different layouts and displays for its Search Engine Results Page (SERP).
A few weeks ago, Google decided to remove all its ads from the right hand side of the search results page. They have confirmed they will now display up to four adverts above organic results, up from three before, and a further three adverts at the foot of the organic listings, previously being two.
Why did Google make this move?
Google have announced this change to help improve user experience on Google Search and to make that experience consistent across desktop, tablet and mobile. If you think about it, majority of searches take place on smartphones, which have no right-hand-side ads! So makes sense.
Another suggestion has prompted that the right hand ads received a low click through rate (CTR) and therefore there was no reason to keep them.
Google concluded after much experience on mobile, and extensive testing on desktop, that the change would benefit their consumers who increasingly search across devices. And the continuous testing has accumulated lots of data about how the change impacts ad performance.
The Impact
Of course, as with anything there will be an impact, but how does it affect you?
So what does this mean for you?
With the removal of the ads from the right hand side and the changes in the number of ads in the organic results now means that before advertisers were competing for about 11 ad spaces, and now you are only competing for about 7 spaces! That’s a decrease of more than 36%! That is a large amount considering how useful that space was.
Top four
This is probably the most anticipated change. Logically speaking, because the above-the-fold ad placements have been halved in number, the remaining placements will see an increase in price to compensate. This in turn could have a significant impact on how campaigns are carried out – since many of you have a set budget and most of the ads resting above the organic results could be out of reach.
How does this impact Pay Per Click (PPC) Campaigns?
Now with fewer spaces available, impression levels will decline, and it is expected that keywords with higher traffic to become more competitive as brands will now invest in making sure they appear in the top spots. Although impressions and traffic may decline, clicks and overall CTRs may increase as ads on the top of paid results have significantly received higher CTR than ads on the right and competitors know that they need to be in the top three/four positions to be eligible to be seen above fold. This could potentially affect volume or traffic, media spend, conversion and ROI.
Organic Search and SEO
This is an interesting one, because it could go either way. Google have said that organic traffic will not be affected, but when you think about organic results getting pushed lower and in some cases below the fold, there is a relatively good chance this will be the case. Previous data has shown that the lower a result is on the SERP; the few clicks it gets. On the plus side, there will be less organic results available higher up the page, which could put a premium on strong SEO since businesses will want to be sure they occupy those limited spots.
Therefore, in order to be seen organically, it is important to ensure you select the most relevant keywords for your brand, as it is just as vital you ensure yours sites Meta Data is optimised towards those keywords.
With all these changes developing, I am excited to see how this empty space is filled. As in my previous blog post about ‘Tweeting for Success’ it would be ideal to see some real-time content such as social media feeds, rich media texts and so forth. We will be keeping a close eye on the impact this has, so keep your eyes open for part 2.
If you are feeling slightly worried after reading this, and not sure what steps you need to take next, worry not, our friendly team of advisors at FDC Leicester know exactly what to do. Our experienced team of SEO specialists will be keeping a close eye on these changes to ensure we are on top of any changes by Google so give us a call now on 01164 244 244 to find out how we can help you.
After all we are Google Partners and we have our clients' best interests at heart!

Topics
Latest blog
- 3 Big SEO Mistakes That Is Limiting Your Marketing Efforts
4th April 2017
- Is SEO Really Important for Your Business?
4th April 2017
- Why Your Web Design Needs To Have CRM Integration
10th February 2017
- Updating Patches for Web Domain Security
25th January 2017
- How to Integrate Linnworks with Magento 2 Ecommerce Platforms
11th January 2017
Archive
SEO Search Engine Optimisation(8)
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2017(1)
-
2016(2)
March(11)
- What is robots.txt and how can it help with SEO?
- Why what you do for Google helps with Yahoo
- Google’s Research Tools to Find the Right Keywords for SEO
- International SEO at a Glance Part 1
- SEO vs SEM
- Ways to Optimise Your Website in 2016
- URLs and users need to be BFFs
- Do Do Not Not Duplicate Duplicate
- What are Meta Description Tags and How to Use Them Effectively?
- Give Your Web Pages a Little Labelling and a Lot of Love
- Introduction to SEO Month
February(1)
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2015(1)
-
2014(4)
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2013(4)
May(1)
March(7)
February(10)
- SEO & PPC – A Winning Combination
- Video Marketing Strategy And Your SEO Campaign
- Boost Your Rankings With On-Page SEO
- Let Quality Content Boost Your Rankings
- Taking It Back To Basics; Organic Backlinks
- Is Micro Formatting Important To SEO?
- Writing Good Content For Your SEO Strategy
- The Biggest Search Engine Optimisation No No’s!
- How To Achieve A Perfectly Optimised Page
- Why SEO Is Imperative for Your Business, Online or Offline
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- The Best Web Design Tactics You Can Use
- Web Design Tips and Tricks
- Attention Leicester Businesses
- Mobile Internet – Internet that goes everywhere with people
- Collaborating Design, Development & Content: The Evolution of a Web Designer
- A Picture Speaks a Thousand Words: How Alt Tags Can Help When a Picture Can't
- Making Content and Design Work in Harmony
- Web Design Shouldn't Be Rushed
- The Relationship Between Web Design and SEO
- Quality over Quantity
- Tweeting for success
- How to Engage Your Audience and Retain their Attention
- Using Google Analytics to Improve Your Website
- Ahoy Anchor Text
- Navigation, Navigation, Navigation: Part 2 - How do I ensure that my website has good navigation?
- Navigation, Navigation, Navigation: Part 1 - Why is Navigation an important part of website design?
- How Important Is It to Have a Good UX Design?
- Why it’s Important that FDC Is Almost a Decade Old
- Measuring the Quality of Ecommerce Web Design
- Web Design Mistakes to Avoid
- Resizer: Google’s stance in web design standard practice
- The Future of Web Design
- Why Web Design is About More Than Just Different Colours and Templates
- Minimal, Clean and Simple: futuristic web design
- Looking for an E-Commerce Web Design Agency in Leicester? Look no further!
- FDC Studio - Web Design
- FDC - Decoding Web Design
- Predicting Web Design Trends in 2016
- The Do’s and Don’ts of Ecommerce: how to make your online business succeed
- What Makes Web Design Great?
- Web Design for Leicester-based business Dustraction by FDC
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- The Top 4 Advantages of Magento 2 for Web Developers
- The need for effective E-commerce Platforms
- The flexibility of Magento 2 for Creating Mobile Apps
- Magento 2-The best Content Management System
- Magento 2 Perks for a winning E-commerce solution
- Magento 2 offers amazing Online stores
- Magento creates the best web customisations
- Improving Website SEO using Magento 2
- How to use Maegento 2 to create the best shopping websites
- How to select the best Magento 2 Web Designs
- How to create an engaging E-commerce website with Magento 2
- Creating Beautiful Stores with Magento 2
- Best 5 Features of Magento 2 as a CMS
- Employing Magento 2 for empowering Affiliate Marketing
- 4 E-commerce stores that have successfully migrated to Magento 2.0
- How to Manage High E-commerce Traffic with Magento 2
- How a transition to Magento 2 can help you rank better on Google
- Is Magento 2 Suitable for Small Merchants?
- Scalability Gains with Magento 2 - A Myth or Reality?
- The 4 Best Features of Magento 2 That Make It the Best E-Commerce Platform
- What Makes Magento 2 a Robust E- Commerce Platform for B2B Businesses?
- Generating business through your website
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- 4 Magento 2 Extensions That Can Reduce Your Cart Abandonment Rate
- 6 Reasons You Should Move to Magento 2
- Affiliate Marketing Made Easier with Magento 2
- How to Migrate Seamlessly from Magento 1 to Magento 2?
- Magento 2 Extensions that Make Your Payment Process More Efficient
- Magento 2 Offers Improved Performance - What the Hype is All About?
- Magento 2 vs. Magento 1- Understanding the Differences
- Magento 2 vs. WooCommerce - Which One is a Smarter Choice?
- The Four Best Magento 2 Themes for Fashion Stores
- Understanding the Tech Stack of Magento 2
- Why Magento 2 is Likely to Win against Shopify in the E-Commerce Battle?
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- Is the old way to sell the new way to sell?
- How Magento Can Benefit Your Business
- Compete With the Big Boys with Magento
- Magento: Amazon and eBay Integration
- Magento – Making E-Commerce Easy
- Small Tweaks To Increase Your eCommerce Website Conversion Rates
- 5 Reasons Why You Should Update Your Ecommerce Website
January(6)
- The Complete Package: Get the E-Commerce Website Your Business Deserves
- Climb the Ranks – How SEO Can Increase Business Profits
- Commerce Made Easy with Magento
- Stand Out – Why a Customized Website is Invaluable to Your Business
- Stay in Control – An Integrated Website to Optimize Business Performance
- Effectively Market and Grow Your Business in 2016
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- How to Use Raven Tools to Effectively Manage SEO and Social Media
- Google Merchant Centre – Perfect for E-Commerce Solutions Part 2
- Google Merchant Centre – Perfect for E-Commerce Solutions Part 1
- Google AdWords the Basics Part 2
- Google AdWords the Basics Part 1
- Google Webmaster as an effective tool – Part 2
- Google Webmaster as an effective tool – Part 1
- How Google Drive and Youtube Can Drive Your Business Forward
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- Google Analytics Explained - Part 1
- How Google works as a Search Engine
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- Are You Missing Out On Vital Marketing Opportunities?
- How To Attract The Female Audience
- Is Your eCommerce Site Designed Around Your Customers?
- Get The Most Out Of Your eCommerce Store
- Avoid Making The 10 Biggest Facebook Marketing Blunders!
- How To Use Twitter For Businesses
- Is Your Business Making The Most Out Of Google+?
- Google+ State That There Is No Concern Regarding Facebook Search Tactics
- Boosting Lead Nurturing Campaigns
- Embrace Open-Source Marketing
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- The Golden Rules of Selling Through Your Website
- Generate Cash Without Having to Do a Thing - Here's How
- The 10 Biggest Branding Mistakes and How to Avoid Them
- The Seven Key Considerations of Branding
- Dale Shows You How to Cash in On Your Website
- eCommerce: Have You Done Your Homework
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