Since 2006, Google has been testing AdWords Ads and according to the recent tests and search engine land, it has confirmed that they are switching over from showing Product Listing Ads on the right-hand side.
The talk of SEM industry is buzzing about and it will no longer show ads to the right-hand side, instead, it will show four ads at the top with two exceptions.
Ads will now appear on top & bottom of the search results pages. In order to give some context for search marketers, experts say that Google has made this decision, and how marketers, therefore, should adjust their Pay Per Click campaigns as a result.
Why did Google decided to remove the ads?
- Nowadays, Google is the mobile first as mobile searches have overcome desktop searches, as a result this makes a move for user experience and both.
- The overall quality should be improved by fewer sponsored links. The links that have the lowest position are the ones that Google has deemed likely to appeal to the user and therefore by removing them the quality of the links gets improved.
- When fewer positions advertisers have to bid more to get the first page, then there is more incentive to hike those bids to achieve the position.
- This decision of Google likely comes as a result of testing continuously. As the behavior of the consumer evolves, it is more important for advertisers and publishers to also consider user experience.
- In this way, ads can be most effective. While coming to the industry point of view Google is the only publisher that experiments with a number of ads and placements.
- With fewer ad slots that are available, Google expects more keywords with higher traffic and competitive brands. This is especially for head terms.