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:
- 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.
- 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!