Recently Google announced that it would remove the 8 ads on the right side of the first page of search results and there would be 4 featured ads and 3 more positions at the bottom of the first page after the organic results.
This is a strong change for the Digital Marketing industry but we must take into account the following points so as not to get lost in the optimizations of our campaigns.
Remember that previously you could see 11 positions for ads on the first page of search results on Google, 3 highlighted on the left side and 8 on the right side.
How does this affect my clients' Adwords campaigns?
By only having 4 prominent positions it is evident that the competition will be tough, the cost per click (cpc) will increase considerably because there are few places that will be competed for and the possibilities of appearing decrease, due to this, there will also be greater ad rotation and the costs per conversion will rise.
What can I do to minimize the impact of this change on my accounts?
The first thing we should know is that this change will only be applied to computers, so the idea of designing and programming for mobile will have to be applied as soon as possible. A strategy so that this change does not greatly affect our clients is to check if they have a responsive website and increase interaction from mobile.
If our client has a responsive site and we see that most of their traffic is from a mobile device, the impact of this change will be minor, however we can help them even more by increasing the bid for mobile to increase traffic from this device.
These changes respond to an analysis that we have probably noticed in Adwords accounts, for some brands the user performs most of their searches, purchases or registrations from mobile devices and is leaving the computer aside to use search engines, everything will depend on the way in which users behave on the website and that we take advantage of the opportunities of the data provided by the platforms to continue providing good results.
We can start by improving the quality level of the ads, as well as that of the keywords in this way, although there are many competitors in the auction, when we manage to be in the first positions it will mean higher CTR percentages and even lower costs, remember that costs go down when our ads and keywords have very good quality, so let's work on that.
