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BizReport : Search Marketing : February 24, 2016

Experts: What Google's right rail change means for advertisers

Late last week Google announced they would be taking out their right rail ads, leaving ad space only at the top or bottom of the page. There are two exceptions: Product Listing Ads (PLAs) and Knowledge Panel ads may still be shown on the right side.

by Kristina Knight

What does this change mean for advertisers?

According to Aaron Levy with Elite SEM, brands should get ready for fluctuating CPCs by turning off bid policies for the short term.

"Position four is the new first page bid. Expect traffic volume to grow exponentially from this spot, causing a lift in the CPC floor and the disappearance of positions over five. Branded organic traffic is going to shift to paid - make sure you have coverage, and get your knowledge graph game on point," said Levy. "Shopping impressions are likely to move from top of page to right rail. This is a good thing; top of page has a higher CPC, lower CVR and lower return."

Dave Ragals with IgnitionOne believes there are things marketers can do now to get a better handle on Google advertising.

"From Google's perspective, these changes benefit searchers by putting more focus on "more up to date" results, which just so happen to be paid ads that can be updated nearly instantaneously as opposed to organic results which take longer to impact rankings," said Ragals. "For advertisers, it means greater pressure to be above the fold, which means higher CPCs. While some advertisers may find some value in the bottom of the page results, the CPC spread between positions 4 (for queries that display four ads above the organic listings) and 5 could be significant."

Image via Shutterstock

Tags: Elite SEM, Google ads, Google search, IgnitionOne, search marketing, search trends

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