Just recently Google confirmed that it had permanently removed all right hand ads on its SERPs (search engine results pages) globally, thus making room for ads at the top and bottom of the page. The firm indicated that a fourth sponsored link might return at the top of the page if the search query is ‘highly commercial’. This update has got the brand marketers all over to think on how to most effectively spend their budgets on SEO strategy and other content channels. Now, with less space on SERPs for ads, brands are more likely to start battling it out over the top 3 to 4 ad spots on SERPs, competing over keywords and driving up the cost per click. Competitive terms would perhaps get even more competitive, particularly in those highly commercial industries that return a fourth ad. Brands which compete in this ad space for the attention of hotel bookers, for e.g. are now fighting over attention with one more player in the ring.
More Prominence on Organic Search Rankings
Now with less space on the side of the SERP for ads, and occasionally a fourth ad placed on top of the screen, it will be even more difficult to get rankings on the first page. The significance of constantly using long tail, relevant keywords increases as organic results get squeezed and bumped down. As per the findings, Google has decided to get rid of right hand ads as it has determined the average click through rate for right hand side ads as poor across verticals, and the predicted CPC inflation from this major change is projected to be more profitable in the long run. While an online marketing company in Mumbai spends a heavy amount of money on Google ads and has also earned huge profits, it’s a possibility that this recent change will make paid search revenue more difficult to attain. This update should let the brands lay more emphasis on building and maintaining an organic search keyword strategy for their teams of storytellers to follow. Building a consistent SEO strategy will contribute to a steady increase in SERP ranking among keywords and help raise PageRank, driving traffic for years to come.
Over the years, the search environment has changed drastically with Google rolling out new interfaces and enhancements, several catering to the rapid global adoption of mobile. However, one thing is certain that among all the updates over the years, nothing is above Google in the digital world, and even the best of search engine optimisation company in Mumbai is indebted to its offerings. Irrespective of what you think, now is a much better time for reviewing the Google AdWords strategy. Look whether it’s driving your business? Is it reaching your mobile audience? Regardless the case, staying up on the latest search trends will help empower your firm to make the most of digital marketing.