What Happened?
There’s been a lot of buzz in the digital marketing world about the projected impact of the right-hand rail ads on Google going away.
As the dust settles, the consensus seems to be leaning towards it was a non-event. Ad-a-geddon turned out to be a walk in the park.
Here’s Why It’s Not a Bad Thing:
While the original stories focused on the right-hand rail ads going away and one ad being added to the top of the desktop view (so, 4 ads on top), most of the first wave talking about this didn’t really factor the ads on the bottom—there are 4 of those too. So ad real estate on the desktop view is now 8 ads.
Here are two longer stories from other industry experts talking about stats and walking through deeper analyses of what happened and why:
- Search Engine Land: Google’s Right Side Adpocalypse—What Really Happened
- Search Engine Land: How Advertisers Should Respond to Fewer Ads Showing on Google
The net/net is that ad performance either stayed about the same or improved.
While there are a number of factors at play in each of our client’s accounts, DBE’s top-line analysis of across all the paid search accounts we’re managing is trending similarly:
Click through rates have improved a bit, the average position has gone done, but the average cost per click is down over 10%. Not the end of the world by a long shot.
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