google sidebar update- what's the impact?
TRANSCRIPT
#PI_Google #rightrail@MaddieMarketer @Point_It
Google Sidebar UpdateWhat’s the Impact?Maddie Cary | Point it Digital MarketingDirector of Paid Search
04.20.2016
#PI_Google #rightrail@MaddieMarketer @Point_It2
Housekeeping
Additional Q&A addressed at the end of session
A link to view a recorded version of the webinar will be emailed within 48 hours
Raise your hand if you are having technical difficulties
Hide the chat window
Submit question via chat
#PI_Google #rightrail@MaddieMarketer @Point_It #PI_Google #rightrail@MaddieMarketer @Point_It
Tweet along!
3
#PI_Google #rightrail@MaddieMarketer @Point_It
#PI_Google #rightrail@MaddieMarketer @Point_It
About the Presenter
5
Maddie CaryDirector of Paid Search@MaddieMarketer
Maddie Cary is the Director of Paid Search at Point It. Her role involves overseeing and developing an amazing team of PPC account managers, while also running the global SEM program for Point It’s largest client.
In 2015, she won the US Search Award for “Young Search Professional”, as well as was acknowledged as a “Rising Star in PPC” by both SearchEngineLand & PPC Hero. You can also find her speaking & learning at great conferences like SMX, HeroConf, & PubCon, or writing posts for the Wordstream blog.
Outside of PPC, her biggest loves are her family, friends, and her idol, Queen Beyoncé
#PI_Google #rightrail@MaddieMarketer @Point_It
Agenda
What was the Google
sidebar update?
What was the impact
of the change?
How will Google use the space in the future?
Q&A!
#PI_Google #rightrail@MaddieMarketer @Point_It
Google Sidebar Update
8
On Feb 19th, Google AdWords rolled out the below changes worldwide across Google.com & eligible search partners:
• Text ads were removed from the sidebar for desktop results
• Serving up to 4 text ads in the mainline ad space above organic
• Up to 3 ads can show at the bottom of page
• Ad spot real estate across the entire first page SERP reducedfrom maximum of 11 to 7
• Product Listing Ads (Shopping) and Knowledge Panels still eligible to show in the sidebar ad space on the right side of the page
#PI_Google #rightrail@MaddieMarketer @Point_It
Why?
9
“We’ve been testing this layout for a long time […] we’ll continue to make tweaks, but this is designed for highly
commercial queries where the layout is able to provide more relevant results for
people searching and better performance for advertisers.”
#PI_Google #rightrail@MaddieMarketer @Point_It
Okay…but really, why?
10
I think Google wants to…
Increase ad engagement
Continue blending paid results with organic
Use that real estate on the SERP for something else
#PI_Google #rightrail@MaddieMarketer @Point_It
Impressions
12
Since the removal of sidebar ads, our top 10 spending clients are seeing more impression shifting to Pos 1 – 3.9
BEFORE AFTER
#PI_Google #rightrail@MaddieMarketer @Point_It
Clicks
13
BEFORE AFTER
But clicks are still happening in the same top ad spots, with 99% of clicks taking place on ads in Positions 1 – 3.9
#PI_Google #rightrail@MaddieMarketer @Point_It
Average CTR
14
Position 4 is becoming more valuable, as we see CTR has improved for the spot across the board, while CTR for Pos 5 and lower has dropped due to decreased ad visibility below the fold
#PI_Google #rightrail@MaddieMarketer @Point_It
Average CPC
15
Average CPCs have actually increased for lower ad positionsas advertisers who previously were on the sidebar are now having to bid more to try to stay on the first page
#PI_Google #rightrail@MaddieMarketer @Point_It
Ad Positioning Change by Day
16
Sidebar ads removed
When we look at our top 10 spend
client data set, we don’t see much change
#PI_Google #rightrail@MaddieMarketer @Point_It
Why the change ultimately benefits advertisers
17
Maybe change doesn’t have to be a bad thing!
Ads in top positions see a 14x higher CTR
Ads now formatted in-line with organic
2/3 of SERPs still show fewer than 4 ads
Now all ads (including Pos 5 – 7) can show extensions
#PI_Google #rightrail@MaddieMarketer @Point_It
The Future of the Desktop SERP
19
What’s Google going
to do with this new
blank canvas??
#PI_Google #rightrail@MaddieMarketer @Point_It
Prediction #2
21
New ad formats in Knowledge
Panel Sign up for Apple Music
#PI_Google #rightrail@MaddieMarketer @Point_It
Prediction #3
22
One-clickbuy button ad formats
Buy Now
#PI_Google #rightrail@MaddieMarketer @Point_It
Questions?FREE ACCOUNT ASSESSMENT
Get 30-minutes with one of our paid search experts.
GET:Overall Health Ratings
Top Opportunities for ImprovementHelpful Tips
REGISTER AT:calendly.com/ppc-health-assessment
(Case sensitive)A link to view a recorded version of the webinar will be emailed within 48 hours!
NEXT EVENT:
i