Did you hear the news? Google is changing the way search ads will appear in results pages. As Search Engine Land reported, most of the search ads appearing in the right rail will be going away or changing.
Any change in how search ads appear will have an effect on performance, but there’s no reason to panic.
1. If You Don’t Like It, Wait 5 Minutes And It’ll Change
Search results change all the time. This particular change has been in the works for awhile, and it’s likely (if you are already managing search campaigns) you have begun to see the changes take effect in major categories.
If you haven’t been structuring ads to include third-party reviews and site links, now would be a good time to get started. While Google may include three or four ads the top of the page, the main body of a search result already includes the additional links.
These additions can effectively multiply a single search ad by a factor of four or five. What this means is that we won’t be seeing four ads in the main body of search, we will see nearly 20. There are all kinds of informational and commercial tidbits to provide in any given search result, and this is nothing new.
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