Until just recently, Google AdWords ads were displayed at the top and bottom, as well as the right-hand column on search engine results pages (SERP’s). The recent changes have eliminated the right-hand column ads from the SERP’s altogether, and now promote ads only at the top and bottom. Also, the number of AdWord ads displayed at the top numbered between one to three, with only 1% of SERPS showing four. However, Google has significantly increased the use four-ad blocks with the new changes. This is highly significant for AdWord advertisers because the changes actually reduce the number of ads shown in SERP’s. Before the changes, the right-hand column typically displayed eight ads on average. Because of this reduction in AdWord real estate, AdWord optimization has become critical, and it places a massive emphasis on the importance of SEO.
Why Google AdWord Changes Occurred
Google regularly makes changes to the SERP’s and the algorithm determining page rank. In fact, we just recently discussed the latest update to the algorithm known as Panda. In some cases, Google is very straightforward in sharing the purpose of their changes. Often, however, it is left up to speculation. We can be sure that Google is placing more emphasis on the importance of mobile optimization. The issue with the AdWord placement was that mobile does not support the right-hand column. By eliminating this area, Google advertising becomes standardized and uniform regardless of the device being used.
AdWord Optimization and SEO More Critical
The whole point of using Google AdWords is to drive traffic to your website and to convert visitors into customers. With a reduction in Adwords in the SERP’s, it makes the keywords used in your AdWord strategy even more important. If you have irrelevant keywords, people searching for the products or services you provide may not even see your ad. AdWords must be carefully optimized to ensure you are getting the most from your investment. In addition, SEO on your website also becomes more necessary. If your site and content are not SEO optimized, and you are not making the conversions needed to improve ROI, the use of AdWords is simply not justified. Of course, AdWord optimization and SEO were always important. These recent Google AdWord changes only made it more so.
At Cohlab, we are a Certified Google Badge Partner and fully understand AdWord strategy and the importance of SEO. It is critical that customers and prospects be targeted and provided the best message, in the best manner, at the best time, and that you fully understand and meet their needs. However, achieving this practically can be a challenging effort. That is why we work closely with you, and take the time necessary to ensure you get the most out of your efforts. We “cohlaborate” with you to generate the right message, and our strategy is proven to be exceedingly successful for our digital marketing clients.