The Great Google has embarked upon the removal of all ppc or paid ads to the right of search results.
This decision has been in the works, rather testing and tweaking here and there, for the last 6 years.
The only exception to the once littered PPC ads space is seeing either Product Listing Ad boxes or Knowledge Panel ads.
And just like that, Google has now seamlessly provided a similar, if not identical, search experience for desktop and mobile while increasing their revenue.
What a rabbit they pulled out of the SEO hat on this trick.
If you’re still lost and have no clue what I’m talking about, then take a quick look at the image below and the paid ads that are highlighted.
Those ads no longer exist when you search. Matter of fact, I did a search of my own and the image below is now what I see.
Instead of 3 PPC ads, now there are 4 PPC ads at the top and bottom.
So why would Google do this, you ask?
Based on Google’s years of research, it’s quite easy to see that Google is after the almighty dollar at the expense of the organic search results.
Google made my job more challenging
Personally, I can attest to never clicking the ppc ads to the right of search results.
In fact, I regularly used the paid ads space as a way to develop a leads list for the expiring domain auctions I bid on and win.
I then email this list of paid ad contacts. In the email, I include respective domains pertaining to their line of business and/or location.
I offer each contact the ability to purchase or lease the domain as their primary digital presence. Read full article for more detail on why I would do such a thing.
Nevertheless, it’s my belief that Google’s change benefits companies that use Adwords, Google’s paid ad services.
But not too fast. It’s not all doom and gloom because Google chose this outcome.
Paid ad spaces to the right didn’t provide much
A little over 85% of the paid ad clicks came through the first 3 spots and not the ppc ads listed on the right hand side of search results.
Although losing right side ppc ads means a loss of ppc impressions, the newly aligned ppc ad structure, rather streamlined approach if you will, adds one additional spot to the three previous add positions, plus the bottom ads too.
Another thought to this change is that such a change forces the business owner to rethink their marketing and advertising spend.
Are those top 3 spots worth the increase in price and competition?
Not only must that question be answered, but also the question of whether or not organic search marketing efforts (i.e., Schema and other options) are more effective than paid search ads.
This ad-less space, your business and it’s future
Now, more than ever, it’s quite imperative to be the brand that people think of long before they search.
And one way to do that is to have a dominating and commanding digital presence that’s easy to remember and says exactly what your business is.
I want to hear from you. What are your thoughts about Google losing paid ad spaces to the right of search results?