Info Google Search promotes major updates, no ads on the right, how do advertisers respond?
We recently removed text ads from the right column of the search results page. You can now display up to 4 ads above natural search results. That is, plus the ads that appear below the search results (this adjustment has little impact on them), there are up to seven ad locations in total. Although there have been fewer ad locations than previously included in the right column, we are confident that this update will improve the user experience of Google Search. Users, especially on desktop or mobile devices, get a consistent experience. In fact, we're seeing a shift in mass search behavior to the mobile side, where there are no right-hand-bar ads.
After a long period of traffic monitoring, our experts found that the ads in the right column did not perform well. Simply put, these ads have far fewer clicks than other locations -- so it's inferred that this isn't what they're looking for. Streamlining the number of ads allows us to better capture the attention of our visitors. And because top ads are more effective, we're trying to add more impressions. With one exception, shopping ads (DEs) still appear in the right column because we find them highly interactive.
Data doesn't lie
1.Does it have an impact on the advertising performance of small and medium-sized business owners?
There are concerns that the change will have a negative impact on advertisers, suspecting that fewer advertising spaces will push smaller companies away from high-priced rivals.
But don't worry, we did countless tests before the changes. Since the release of the new layout, the overall click-through rate of small advertisers has not been affected.
2.Is there any disruption to visitors' search behavior?
AdWords is a fast-changing live auction ad, so it's hard to expect how visitors will react. But based on our current feedback, pay-per-click (cpc) has not been affected for the time being.
Some people have also analyzed the adjustment in depth and found that most of the ads have been more effective. This reflects exactly what this update is all about - a better search experience and ensuring that it doesn't affect the performance of your ads.
After saying goodbye to the right-hand column ad...
Putting aside the impact on your ads, how you optimize them is a top priority. Perhaps you are doing the following, or even have done well.
1.View the report
It is recommended that you use performance reports from time to time to compare the best-performing and other specific situations. Compare this update with the previous period, or if you see metrics such as Click-through Rate up, but Impressions is down, it's recommended that you use the preview tool to see how your ad's limited-time impressions are performing, and you'll find out why. (Note that only Google.com removed text ads from the right column -- they'll still be visible on search network partners.) So no matter what traffic those sites contribute, there will be no change. )
2.Keep an eye on your bids and budget
Please note that our advice is to "watch out" rather than "improve". You don't have to worry too much about this change and disrupt your original bid. Keep an eye out for your average ranking, especially the "Highest Rank vs. Other" category, which sometimes gives you insights. Bid based on the results you expect, not blindly increase the price because of the decrease in impressions.
Also, keep an eye out for whether your campaign's actual spending has recently come close to the budget cap. As a result, you may need to raise your budget to make sure you get enough effective clicks.
3.Use all the additional information that's good for you
High-ranked ads have the opportunity to display more extensions, even ads at the bottom of the page. Since the text ads in the right column are gone, every opportunity to show should be fully utilized. One subtle part of this adjustment is how the links are displayed: we'll show more of the four unseeded links than the two with the description.
On the other hand, even if you're the only ad above the search results (which usually happens when searching for brand-specific nouns), the description on the sitelink still has a chance to be displayed. So you still want to keep that information. We still recommend that you add a lot of links, and then ask the system to choose the best combination.
4.Continue to focus on writing your ads
Adjustments do not affect your quality score, and the mechanism by which you decide to score does not change.
5.Competition is fierce, making your AdWord ads more targeted
As I said before, AdWords is still a bidding ad. If a bid situation changes, either because of this adjustment or for another reason. In short, advertising does not appear in the ideal position is a normal phenomenon.
If this is the case, consider focusing on high-impact customers, using features such as Search Ad Remarketing List or Target Customer Matching.
We're going to wave goodbye to the ad in the right column. As search behavior continues to evolve, we will continue to optimize search results pages. But similar adjustments are designed to give everyone better results, not to cause trouble.
Source: Google Advertising Public No
For more SEM knowledge click belowTag cloud The label is updated daily . . .
Go to "Discovery" - "Take a look" browse "Friends are watching"
sent to have a look