In February, Google changed the way ads are displayed in search results, removing them from the right search bar to the top and bottom of organic listings.
So what does it actually mean?
The early onslaught of widespread panic in the digital marketing industry has now died down and as we reflect on the last few months, it is clear to see the Google AdWords changes haven’t upset the apple cart too much.
In practical terms, the ads which used to be on the right hand side of search are now served above and below organic listings. Four ads have been capped to each page with three listings above SERPS and one below. This pattern then continues on each page of search results.
On initial review, the ads look more streamlined and the whole page of SERPS tidier. By integrating ads with organic listings in this way, it is obvious that Google’s objective was to make ads more appealing to users who had become savvy, and started to avoid, sidebar listings.
From an advertising perspective, Google has definitely made it more challenging for brands to get their ads on the first page. There are less advert slots and for visibility purposes, most advertisers want to be in the top three.
Make sure ads are still seen and work
So how can you ensure that, with all this increased competition, your ads are still getting noticed and driving sales?
Firstly, bidding should be focused on securing positions one to four, as these are the slots that are most likely to be viewed by the typical user. To do this all best practices should be observed – ensuring keywords are properly penetrated and relevant and appropriate calls to action highlighted.
Secondly, consider your budget and whether you have enough in the kitty to secure and maintain leading positions. We have been monitoring cost per click (CPC) values over the past few months and thankfully prices don’t appear to have dramatically increased. That’s not to say they won’t – it is more important now than ever to monitor values to ensure your budget still goes as far as you intend. The Google AdWords bid simulator is a nifty tool which allows you to gather a good understanding of what campaigns could cost and how to reach the top spot.
After using the simulator it may become apparent that the CPC for each ad is stretching your budget, so be mindful of other tactics to employ.
Be realistic about keywords and choose quality over quantity. Look at landing pages and ensure that any CPCs have a better chance of transitioning into sales because they are so relevant to searchers. Also consider utilising lower volume, long-tail or related keywords which will still get you visibility with potential customers.
Consider other platforms
Google desktop isn’t the only place people are searching. According to Ofcom, smartphones have overtaken laptops as UK internet users’ number one device. Plus, 30% of all online shopping is now done via a smartphone. Depending upon your target audience and product, a mobile ad strategy may be more cost-effective and relevant, than traditional desktop PPC.
If you intend to focus on mobile, it is important to be properly prepared. Create mobile specific landing pages and ensure click to call is activated, so the process for customers to contact you is straightforward. Again, consider your budget and set this in advance so you’re not landed with an unexpected bill at the end of the campaign. Plan conversion actions – remember, not every searcher wants to contact you immediately, but that doesn’t mean they won’t.
Product Listing Ads (PLA) appear to have benefited from the rearranging of ads, so for any businesses using PPC to push product sales, there are some definite actions to undertake. Google Shopping’s algorithm will correlate your feed data with user search queries, making it essential that accurate data descriptions are given for all your products.
Opt for a bespoke campaign
The world of digital marketing is ever-changing and a full time job just keeping abreast of new industry innovations and updates. Running a PPC campaign may be the best thing to happen to your business – it could also be a costly and time-intensive mistake. My advice to anyone unfamiliar with the sector is to call in the professionals. Digital marketing doesn’t need to be expensive and should quickly pay for itself, particularly if you invest in a partner who understand the right platforms for your business and can build a bespoke campaign suited to your timings and budget.
