Thanks Thanks:  0
Likes Likes:  0
Results 1 to 8 of 8
  1. #1
    Member Since
    Jun 2012
    Location
    SoCal
    Posts
    17,052
    Thanks (Received)
    41
    Likes (Received)
    48

    Question Local Impact - 4 Google Adwords on Top

    By now most of you know about the Google SERP display change that started rolling out on Friday. Essentially there are now 4 Adwords on top for competitive terms, instead of 2 or 3.
    But there are no more Adwords at all on the right side.

    On my browser and large screen monitor, it cuts 1 1/2 businesses out of the 3 pack,
    pushing that content below the fold.

    Name:  4adwords.jpg
Views: 118
Size:  83.3 KB


    I'm still seeing the old layout on Firefox, but the new layout on Chrome, so it's easy for me to compare. In any mildly competitive local search I've conduct for plumbers, Dentists, Chiropractors, in mid to large cities, the 4 pack of ads is showing up.

    So as you see above, the 3rd place in the pack is totally pushed below the fold.

    How much of an impact with this have on local?

    To me it almost seems like the 3 pack is now a 2 pack. Granted all along the goal should be to get clients in the top one or 2. But I'm curious how drastically hits and calls will be reduced for businesses that have held a steady #3 spot and are now below the fold?

    Before if the #3 spot had more and better reviews, it could still garner a good percentage of the clicks and calls. But now pushed down below the fold???

    I'm also curious what you guys think will happen to all that blank white space on the right side. One of the things it will be used for is PLA ads. But in Local, I wonder if it will eventually be occupied with a new pay-to-play Local ad unit?

    Here are some posts that cover this update:

    Confirmed: Google To Stop Showing Ads On Right Side Of Desktop Search Results Worldwide

    Four Ads on Top: The Wait Is Over - Moz


    Your thoughts on the changes???
    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

    Don't Miss Important News & Tips! Subscribe to Daily Email Digest Here

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

  2. #2
    Member Since
    Nov 2012
    Posts
    5
    Thanks (Received)
    0
    Likes (Received)
    0

    Re: Local Impact - 4 Google Adwords on Top

    Good piece on PPC Hero about this. Some of which covers lead-gen...

    What The AdWords Sidebar Announcement Means | PPC HeroŽ
    Last edited by Mark Kennedy; 02-22-2016 at 08:00 AM. Reason: typo
    Mark Kennedy
    SEOM Interactive

  3. #3
    Member Since
    Jul 2012
    Location
    Toronto, ON
    Posts
    1,672
    Thanks (Received)
    12
    Likes (Received)
    18

    Re: Local Impact - 4 Google Adwords on Top

    That PPC Hero article was great. I liked their summary paragraph so I thought I'd post here:

    "Many advertisers will most likely notice a decline in overall impressions due to this announcement. That decline will likely come more from Search Partners than Google search. It’s also possible that advertisers will see a decline in conversions, though, the impact won’t be as noticeable as the impression loss as long as the majority of clicks are coming from top ads. I wouldn’t be surprised to see account cost per conversions increase, similar to what occurred when Google Shopping became completely pay-to-play. The marketplace will be more competitive, resulting in higher CPCs and ultimately higher costs for those conversions. Just how much higher is to be determined."

  4. #4
    Member Since
    Feb 2014
    Location
    Omaha, NE
    Posts
    86
    Thanks (Received)
    0
    Likes (Received)
    0

    Re: Local Impact - 4 Google Adwords on Top

    Yesterday I did see that the ads were all stripped, but today they appear to be all back with the 3 ads at the top. Same browser, same computer, same location, same search.

    I know it's still rolling out, but it was odd to see the 4 ads and nothing on the right side of the page, but today it's back to how it used to be (3 ads top, all on side).

    It's too early to tell any impact from our current client base - but we'll be watching over the next week to see what happens.
    Conor Treacy
    Big Red SEO - Omaha, NE

  5. #5
    Member Since
    Nov 2012
    Posts
    5
    Thanks (Received)
    0
    Likes (Received)
    0

    Re: Local Impact - 4 Google Adwords on Top

    I am seeing the same thing. Same query, same computer, yesterday only top ads, today sidebar ads. Google will eventually see if it increase their revenues and then commit 100% one way or the other.

    It would be interesting to know if the top-only ads will cause an increase in CPCs that will "out-revenue" the loss of sidebar clicks. But we'll never know (unless they switch back).

    One other threat is if they go to 3 top ads instead of 4, but that might be too aggressive. And there was one rare occurrence of 5 ads... https://twitter.com/graywolf/status/690645023965192202
    Mark Kennedy
    SEOM Interactive

  6. #6
    Member Since
    Oct 2015
    Location
    AR
    Posts
    5
    Thanks (Received)
    0
    Likes (Received)
    0

    Re: Local Impact - 4 Google Adwords on Top

    Horrible decision by Google. Some CPC costs for some of my clients were already in the $30-50 range; and given how many clicks it takes to get a conversion, I can not see how Adwords will remain profitable for any but the largest of companies or those with large profit margins or in large cities. Smaller metro areas are already pretty competitive if you have to compete against large nationals. This is not going to make it one bit easier.

    Also lost 1 link on the first load of results for a lot of clients now. Used to have them show up in adwords, local pack, and organic. They'll only show up first if they're first in the organic ranking; that can be harder to do once again if your competing with any national site for that search term.

    Overall Google is making it increasingly difficult for small companies that rank organically to appear now.

  7. #7
    Member Since
    Jun 2012
    Location
    SoCal
    Posts
    17,052
    Thanks (Received)
    41
    Likes (Received)
    48

    Re: Local Impact - 4 Google Adwords on Top

    Thanks for all the insights guys and thanks for sharing that PPC Hero post Mark!

    Here's another article from Search Engine Land:

    FAQ: All About The Changes To Google's Ad Layout On Desktop Search Results
    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

    Don't Miss Important News & Tips! Subscribe to Daily Email Digest Here

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

  8. #8
    Member Since
    Jun 2012
    Location
    SoCal
    Posts
    17,052
    Thanks (Received)
    41
    Likes (Received)
    48

    Re: Local Impact - 4 Google Adwords on Top

    Linda Buquet .:. Forum Founder, Google Local Specialist

    If you benefit from advice here... Please pay the community back by sharing on social OR helping someone else at the forum. Thank you!

    Don't Miss Important News & Tips! Subscribe to Daily Email Digest Here

    Note: Due to mulitple RSI injuries, pardon short replies. Typos? Blame it on "Dragon".

Similar Threads

  1. Local SEO & Adwords: Pay-To-Play Looming - Will you Offer Adwords Management?
    By Linda Buquet in forum Google AdWords & Other Paid Local Ads
    Replies: 9
    Last Post: 12-05-2016, 08:05 PM
  2. Local vs 800 number - SEO impact? Conversion impact?
    By Tim Colling in forum Local Search
    Replies: 9
    Last Post: 09-24-2014, 09:07 PM
  3. Warning: New Google Maps Coming - Will Impact Local SEO
    By Linda Buquet in forum Google Maps
    Replies: 14
    Last Post: 03-01-2014, 08:59 PM
  4. Google Changes Adwords Express & AdWords with Local Extensions Display
    By Local Search News Curator in forum Local Search News (Archive - Closed)
    Replies: 0
    Last Post: 08-06-2013, 01:41 PM
  5. Video Walkthrough of New Google Maps - Impact on Local SEO
    By Optimize Prime in forum Google Maps
    Replies: 21
    Last Post: 05-21-2013, 10:38 AM

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •