The Changing Dynamic of Google Search – What Does This Mean for PPC?

By December 10, 2010 SEO No Comments

Lately Google has been making a slew of changes, but how many of them are helping AdWords performance?

It began in early September with the launching of Google Instant, which changed how our PPC ads are displayed. Then in late October, Google integrated “Google Place Search” into the SERP’s which threw PPC another curve ball for the following reasons:

  1. The Google map (promoting competitive businesses) now appears on the top right hand side of the page and floats over the paid ads when you scroll up and down the page.
  2. Reviews are now integrated into the organic search, as well as phone numbers, addresses, and other information steering more users away from the paid ads.

Unfortunately, this means our PPC ads will be generating a similar amount of impressions but now potentially receiving fewer clicks. This would then hurt CTR and Quality Score significantly.

What is the impact for PPC Managers? I’m glad you asked.

  • Due to the floating map, it is now more important than ever to make sure our paid ads appear in the top three positions. This means more competition and thus we pay a higher CPC.
  • We should setup various types of Ad Extensions to capture the users’ attention in order to compete with these organic listings.
  • PPC ads must become more localized given the changing dynamic of the SERP’s.

In conclusion, Google seems to be putting the organic experience ahead of PPC. While these changes are frustrating, there are plenty of opportunities for fast-acting advertisers. Don’t get left behind!

About Ben Goldman

Ben Goldman is a Senior Online Advertising Specialist for Fathom's Healthcare Team. He specializes in paid search and display. Ben oversees the day-to-day management of his accounts, proactively coming up with new strategies. Ben is passionate about exceeding client goals. He really cares about his clients and will do whatever it takes to solve their problems. In his spare time, Ben enjoys spending time with family and playing sports.

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  • Kyle Jones says:

    It’s really a useless conversation to go into the specifics of to fix any particular elements in PPC or landing pages etc…there are so many ins and outs to online marketing nowadays that the most important thing you can do as a business owner is start working with a company that really knows what they are doing, has solid communication, and is able to work with you to make sure key metrics are being measured and more customers are being sold your products at the end of the day. Honestly, this stuff changes every day. Also, are you willing to work hours every day to block the bad keywords, block the bad sites, create and experiment new display banners, and research new keywords? Most business owners burn out trying, I tried to keep up with it for a while, but i ended up calling Simon after one of my friends referred me to have his team setup some remarketing for my shopify store. Doubled my sales in under 90 days. Simon’s number is 302-401-4478, I’m always willing to pass along a referral to someone who takes pride in what they do.

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