Removing Right-Side Ads: How will it impact paid ads and Organic Results?

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Removing Right-Side Ads How will it impact paid
ads and Organic Results?
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• Google Adwords has updated paid ads on Google
  Search Engine all over the world, a week back. No
  one knows how it is going to impact paid as well
  as organic results. The Google Adwords system
  used to show more than 10 ads on the Search
  Engine Result Page (SERP). SERP used to be
  cluttered with paid ads all over the page. A
  search engine result page had more than 20
  results i.e. 10 organic 10 paid results. They
  wanted to give a better user experience, so they
  removed all right side ads.

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Why did they make these changes?

• Google Adwords has done a research of ad revenue
  coming from mobile devices and desktops. They
  have found that mobile queries have surpassed
  queries coming from Desktops. You wouldnt
  (except some tablets) see right -side ads on
  mobile devices due to the screen size. People are
  using Google Search Engines more on mobile
  devices than desktops but Ad revenue generated
  through the desktop is still higher than mobile
  devices, as advertisers are charged less when
  compared with desktop keywords auction. They
  will review the ad revenue over the next 3 months
  to gauge the impact. The Adwords team took a year
  to implement this strategy.  They also wanted to
  deliver a good user experience, by removing right
  side ads. Now SERP looks clutter free and not
  more than 7 paid ads are shown on SERP.
• Google might be checking the ad revenue coming
  from Google Adwords, as the bidding system will
  be changed due to removal of right side ads.
  Advertisers will bid more, as they will only get
  4 positions on top. We have done a research on
  Search ads and found that the CPC has changed. We
  wouldnt say that CPC has increased for all
  advertisers but that it will increase or decrease
  for some advertisers. The CPC increase in our
  case is 5.

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How our paid and organic results have been
affected?

• We had to tackle competition from various
  advertisers while bidding on the keywords. We now
  get a 1st position for all brand keywords. We
  have started getting a good position for some
  relevant keywords by bidding high it has
  improved CTR. We have begun to get more click
  throughs but are getting fewer clicks
  through organic results, as it has changed the
  order of organic keywords. Previously, organic
  result used to get a 4th position on SERP,
  whereas now it is a 5thposition. It has decreased
  the CTR of organic results. Google Adwords used
  to show organic results at the first position 7
  years ago. Then it introduced the top 3 sponsored
  listings and now they have started showing 4
  sponsored listings. Are they going to make
  further changes in the sponsored and organic
  listings?

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What Marketer should do about these changes?

• Review Ads
• You need to monitor ads appearing in SERP by ad
  position. You should increase the CPC bidding if
  the ad is not getting a top three to four
  positions. It will help you gain higher positions
  and clicks. You need to improve the quality score
  of keywords to gain a higher ranking.
• Brand Keywords
• You need to add more brand related keywords to
  gain a higher ad position, as every competitor
  wont be able to bid on the same keywords. Brand
  keywords always give better leads, at a lower
  cost.
• Ad Extensions
• Try to use relevant ad extensions as it improves
  the CTR. Adwords has introduced new extensions
  like Callout Extensions and Structured Snippet
  Extensions. Ad Extensions helps us to take users
  directly to other relevant web pages.
• Ad Groups
• It is not advisable to club all the keywords in
  the same group. You should create different ad
  groups for related keywords like brand, product
  or services specific, location specific, etc.
  Creating multiple ad groups will improve the
  quality score of keywords and will ultimately
  reduce the CPC value.

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• Conclusion
• Google Adwords right-side removal is going to
  benefit many advertisers, as only four ads will
  show up on the top section or SERP but it will
  affect SEO results, as the first organic result
  with appear either at the 4th or 5th position.
  This update has degraded the CTR of SEO results,
  as it has displaced the organic results.
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