Google Sidebar Update- What's the Impact?

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Google Sidebar UpdateWhat’s the Impact?Maddie Cary | Point it Digital MarketingDirector of Paid Search

04.20.2016

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About Point It

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World-Class Clients

Our Services


About the Presenter

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Maddie CaryDirector of Paid Search@MaddieMarketer

Maddie Cary is the Director of Paid Search at Point It. Her role involves overseeing and developing an amazing team of PPC account managers, while also running the global SEM program for Point It’s largest client.

In 2015, she won the US Search Award for “Young Search Professional”, as well as was acknowledged as a “Rising Star in PPC” by both SearchEngineLand & PPC Hero. You can also find her speaking & learning at great conferences like SMX, HeroConf, & PubCon, or writing posts for the Wordstream blog.

Outside of PPC, her biggest loves are her family, friends, and her idol, Queen Beyoncé


Agenda

What was the Google

sidebar update?

What was the impact

of the change?

How will Google use the space in the future?

Q&A!


What was the Google sidebar update?


Google Sidebar Update

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On Feb 19th, Google AdWords rolled out the below changes worldwide across Google.com & eligible search partners:

• Text ads were removed from the sidebar for desktop results

• Serving up to 4 text ads in the mainline ad space above organic

• Up to 3 ads can show at the bottom of page

• Ad spot real estate across the entire first page SERP reducedfrom maximum of 11 to 7

• Product Listing Ads (Shopping) and Knowledge Panels still eligible to show in the sidebar ad space on the right side of the page


Why?

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“We’ve been testing this layout for a long time […] we’ll continue to make tweaks, but this is designed for highly

commercial queries where the layout is able to provide more relevant results for

people searching and better performance for advertisers.”


Okay…but really, why?

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I think Google wants to…

Increase ad engagement

Continue blending paid results with organic

Use that real estate on the SERP for something else


What was the impact of the change?


Impressions

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Since the removal of sidebar ads, our top 10 spending clients are seeing more impression shifting to Pos 1 – 3.9

BEFORE AFTER


Clicks

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BEFORE AFTER

But clicks are still happening in the same top ad spots, with 99% of clicks taking place on ads in Positions 1 – 3.9


Average CTR

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Position 4 is becoming more valuable, as we see CTR has improved for the spot across the board, while CTR for Pos 5 and lower has dropped due to decreased ad visibility below the fold


Average CPC

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Average CPCs have actually increased for lower ad positionsas advertisers who previously were on the sidebar are now having to bid more to try to stay on the first page


Ad Positioning Change by Day

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Sidebar ads removed

When we look at our top 10 spend

client data set, we don’t see much change


Why the change ultimately benefits advertisers

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Maybe change doesn’t have to be a bad thing!

Ads in top positions see a 14x higher CTR

Ads now formatted in-line with organic

2/3 of SERPs still show fewer than 4 ads

Now all ads (including Pos 5 – 7) can show extensions


How will Google use the space in the future?


The Future of the Desktop SERP

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What’s Google going

to do with this new

blank canvas??


Prediction #1

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Product Listing Ads (Shopping)


Prediction #2

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New ad formats in Knowledge

Panel Sign up for Apple Music


Prediction #3

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One-clickbuy button ad formats

Buy Now


Prediction #4

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Video results


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