Time to React (Not Panic)

Midas MediaTwitter @edleakehttp://bit.ly/edleake

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• Right side (rail) adverts removed

• Middle of February 2016

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“… this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better

performance for advertisers.” - Google

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• No text ads will show right side (desktop)

• Google will serve 4 ads at the top

• 3 ads at bottom

• Total number of ads shrinks from a potential 11 to max 7

• Product Listings Ads and knowledge panel ads will show right side

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• PPC is hot space

• Google is facing fierce competition to its single biggest revenue stream, AdWords

• Increased CTR over organic = more revenue for paid search

• Pressure from Microsoft and Facebook

• Ad and Content exchanges eating in to Google search

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• Google’s revenue

• PLA/Shopping ads

• Top spots get more clicks (higher CTR)

• Paid ads will take a chunk of clicks away from Organic

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• More pressure on bids

• SEO; organic spots drop another place

• Smaller advertisers

• Advertisers who don’t manage and optimise their accounts

• Business who rely heavily on AdWords alone

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• Ad Preview and Diagnosis

• Sitelinks and Callout extensions (as a minimum)

• Make sure your average position isn’t sub 3

• DON’T just pay more!

• Improve your Quality Score and relevance

• Consider other networks, or at least test some budget

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Slice off 1-5% of budget for testing (exploration)• Facebook and Instagram

• Pinterest

• Twitter

• Display Networks

• Bing Yahoo

• Ad Exchanges

• Ad placements

• and more…

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Coming in the next video:

“Quick wins with Quality Score hacking”

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*constructive criticism preferred

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• Reach out to me in comments

• Tweet me @edleake

• Connect with me on LinkedIn bit.ly/edleake

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