17
Nov
2011
by Daniel Rowles
For some searches, Google is no longer showing ads on the right hand side of the page, but instead at the bottom of the page.
The recent changes to PPC ads have been fairly radical and Google are working hard to keep updating and improving the service they offer.
Changes to ad placement have been the most recent of these updates and, while not yet confirmed as a full rollout, Google appear keen to use the data it collects to keep a good balance between it’s revenue and the user experience.
Changing the placement of ads from the right hand column to the bottom of the page has prompted a lot of discussion about the impact on CTRs (Click Through Rates), however Google have stated that during tests it found little or no difference for ads placed at the bottom of the page. And in fact they are inviting customers to test the performance of their ads using the TopvsOther segment which is outlined in Adwords help section.
Of course, for most PPC managers, getting top of the right hand column has been a key focus and it’s likely that many will continue to vie for this spot. However looking at the data more closely, it seems that Google might be on the money.
We already know that a large percentage of users ignore the paid for ads, preferring to select from the organic search results. And while many either select from the results above the fold or amend their search terms, the front page from top to bottom is still the best placement for user selection.
Placing an ad at the bottom of the page actually fits well with the user behaviour and is much more likely to be seen. According to Google, ads below the fold actually achieved a higher CTR than those on the right hand side of the page. Although Google does state that this is on average, so some may see a slightly lower performance.
However the testing goes for the new placement, Google wouldn’t be foolish enough to jeopardise it’s own revenue and so there must be some merit for both customer and user in making the change.