Data doesn't lie

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.

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.

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. )

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.

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.

Adjustments do not affect your quality score, and the mechanism by which you decide to score does not change.

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.

Summarize.

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.