Over the weekend Google announced yet another update for it’s listings in SERPs (search engine results pages), but this time the update was focused on changing the way that Pay-Per-Click (PPC) campaigns are displayed.

So what’s going on?

If you haven’t heard already, Google has removed the adverts from the right-hand side of it’s SERPs in order to create a similar experience for users on both mobile and desktop platforms. They have also added a fourth paid ad above organic listings for “highly commercial” search terms.

Why is Google doing this?

Google is taking a “mobile first” approach to everything these days since mobile is beginning to overtake desktop searches.

What will this mean for PPC?

  • Impressions will decline since the number of ads in the search results will go from 11 to 7.
  • Popular keywords will become even more competitive, therefore costs will increase.
  • Clicks will increase to those ad’s being served at the top of the page (since historically these ad’s perform the best).
  • PPC is becoming more important when it comes to improving your presence in Google.

What you (or whoever is managing your PPC campaign) needs to do about it…

  • Focus on achieving 1st to 4th positions for your keywords that have the highest number of conversions and drive the most traffic to your site.
  • Ensure that your ads really stand out with clear call’s to actions, extensions etc.
  • Keep a close eye on costs and work to reduce them by improving ad rank. This means focusing on improving your quality scores by creating relevant ads and ensuring your campaigns are sending traffic to optimised landing pages.
  • Keep an eye on your organic search results since they will now appear one place further down the page when four ads appear in the search results.
  • And finally, don’t just spend all your time focusing on PPC, whilst it is important there are still many other platforms that will help you stand out from your competitors.

If you have any questions then please do comment below!

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