So it’s been about 1 month since Google decided to remove paid adverts from the right hand side of the search results pages. When this first happened our first reaction was probably the same as a many others, ‘what will happen to the cost of clicks?’
We imagined inflated click-costs and clients’ CPA’s increasing. Not to mention CTR dropping due to the ads that have since moved to the bottom of the SERPs, having next to no chance of generating any interest.
Was this a ploy for Google to make more money? We had numerous conversations amongst our PPC team about what this meant and what we should be doing to make sure our clients are ranking in the top 4 positions.
Instead of panicking and increasing bids, we opted to leave bids as they were and monitor. We pride ourselves on well built, granular account structures, utilising all of Google’s available tools to maximise quality scores. We liaise with clients to ensure that the landing pages are optimised for PPC campaigns, which has helped achieve strong PPC results month-on-month, so why change our approach now?
We trusted that Google would continue to reward quality advertisers with higher rankings, instead of favouring poor account builds with higher CPC’s.
Dave Ashbolt, Head of PPC
Since the change how has this impacted our clients? Well, so far it’s been positive across the board. The majority of accounts have seen a reduction in costs per click, while maintaining or improving ranking and comparatively increased click through rates, due to the decrease in impressions now available.
We haven’t seen conversion rates suffer either; again, some clients have actually experienced some impressive improvements.
These changes haven’t been surprising when you think about it. Advertisers always strived to rank in the top 3 positions, due to higher click through rates and a conversion being more likely to occur when occupying one of those spots.
It’s still very early days, but the initial signs have been positive for us and we haven’t experienced any of our initial fears. The next few months will give a clearer picture of the effects on PPC results and we’ll report back when we have more data!
If you’re having problems since the change or need PPC advice. Contact firstname.lastname@example.org or call 0203 4321 369