By: Yesica Terrazas ( @yes_masclicks )

Google recently announced that it would eliminate the 8 ads on the right side of the first page of search results and 4 outstanding ads and 3 more positions would be left at the end of the first page after organic results.

This is a strong change for the digital marketing industry but we must take into account the following points to not get lost in the optimizations of our campaigns.

Recall that 11 positions could be observed previously for ads on the first page of search results in Google, 3 highlights on the left side and 8 on the right side.

How does this affect the adword campaigns of my clients? 

When having 4 outstanding positions it is evident that the competition will be ardua, the cost per click (CPC) will increase considerably because there are few places for which it will compete and the possibilities of appearing decrease, due to this, there will also be greater rotation of ads and the costs will be raised by conversion.  

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 web sior and increase the interaction from Mobile.

If our client has a responsive place and we observe that most of its traffic is by Mobile device, the impact of this change will be lower, however we can help you even more increasing the bid for Mobile to increase traffic through this device.

These changes respond to an analysis that we have probably noticed in the adwords accounts, for some brands the user performs most of their searches, purchases or records from mobile devices and is leaving aside the computer to use search engines, everything will depend on the way users behave on the website and that we take advantage of the opportunities of the data that the data providing good results. 

We can begin by improving the level of quality 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 top positions it will mean percentages of higher CTR and even lower costs, remember that the costs fall when our ads and keywords have very good quality, so to work on that.