How Google’s new ad layout affects your PPC and SEO strategies

BLOG POST

BLOG POST
March 2016

Like us, you may have noticed some differences in search results on Google recently, so what exactly has changed?

BLOG POST

How Google’s new ad layout affects your PPC and SEO strategies

 

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Like us, you may have noticed some differences in search results on Google recently, so what exactly has changed?

  • Ads in the right sidebar are no more!
  • Google is now serving four ads above the organic listings, and three below
  • We will go from seeing a maximum of 11 ads per page to just 7

So what does this mean for your University?

Competition for those sought after top four ad positions is set to increase, so it’s crucial to keep a close eye on your PPC campaigns to ensure your ads maintain a high average position. The additional ad at the top of the search results also means that organic listings are being pushed further down, with only one organic result appearing above the fold; making it equally important that you have a strong SEO strategy. Regular link building and optimising pages towards keywords will help to ensure that your site appears in the top organic positions. It’s all about creating that perfect balance between PPC and SEO to achieve the best results.

 

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According to WordStream data, ads in positions 5 to 11 have declined in terms of impressions and paid clicks, which is to be expected. However positions 8 to 11 have been affected the most, having been pushed off the SERP altogether, and nobody wants that to happen to their paid ads! The newly promoted position 4 is set to have a CTR increase between 400% – 1,000%, which is exciting news for PPC advertisers. Though being in fourth position doesn’t seem so bad now, we’d still recommend aiming for first position to maximise search ad performance potential.

At Touchpoint, we’re excited to see how these changes will positively affect our clients’ campaigns, and we hope this post sheds some light on what to expect with Google’s latest SERP update.

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