Time to React (Not Panic)
Midas MediaTwitter @edleakehttp://bit.ly/edleake
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• Right side (rail) adverts removed
• Middle of February 2016
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“… 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.” - Google
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• No text ads will show right side (desktop)
• Google will serve 4 ads at the top
• 3 ads at bottom
• Total number of ads shrinks from a potential 11 to max 7
• Product Listings Ads and knowledge panel ads will show right side
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• PPC is hot space
• Google is facing fierce competition to its single biggest revenue stream, AdWords
• Increased CTR over organic = more revenue for paid search
• Pressure from Microsoft and Facebook
• Ad and Content exchanges eating in to Google search
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• Google’s revenue
• PLA/Shopping ads
• Top spots get more clicks (higher CTR)
• Paid ads will take a chunk of clicks away from Organic
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• More pressure on bids
• SEO; organic spots drop another place
• Smaller advertisers
• Advertisers who don’t manage and optimise their accounts
• Business who rely heavily on AdWords alone
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• Ad Preview and Diagnosis
• Sitelinks and Callout extensions (as a minimum)
• Make sure your average position isn’t sub 3
• DON’T just pay more!
• Improve your Quality Score and relevance
• Consider other networks, or at least test some budget
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Slice off 1-5% of budget for testing (exploration)• Facebook and Instagram
• Display Networks
• Bing Yahoo
• Ad Exchanges
• Ad placements
• and more…
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Coming in the next video:
“Quick wins with Quality Score hacking”
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*constructive criticism preferred
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• Reach out to me in comments
• Tweet me @edleake
• Connect with me on LinkedIn bit.ly/edleake
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