If you are a frequent online searcher (which lets be real, who isn’t?), you are probably used to doing a Google Search and seeing ads both at the top of the page, and in a sidebar to the right. Well, Google has recently made some updates in the way that they are displaying ads. You will now see four paid ads at the top of the search, rather than the three we are used to, and nothing to the right. This change is especially significant to any business that pays close attention to their SEO, as they are seeing their website pushed further down the page. This forces users on most desktops to scroll down past the page fold to reach the first organic result. With increased competition for the top-of-the-page placements, the true focus should be on creating excellent ads with keywords to coincide with those ad topics. Ensuring that your Ad Rank and Keyword Quality Scores are top notch will help your ad placement move higher on Google. Don’t forget to make sure your bidding strategy keeps your business competitive with the other businesses in your market.
Notice there are no longer ads on the right-side of the search screen in this example of a search for hotels.
Just when you think you have seen all the changes Google has to offer, they go and add yet another feature just after the new Local 4-Pack. AdWords ads can now be seen on both the desktop and mobile versions of Google Maps. This is excellent news for local business owners who can now drive business by attracting nearby customers. You can take advantage of this exciting new ad placement by using location extensions in your campaign and by linking your Google My Business (GMB) account to your AdWords Campaign. By using this extension your ad will show on both the map and the search results list on a desktop. It is incredibly beneficial to do this because a user can click on the yellow icon, your business name or on your ad and will get extended information about your business (directions, phone number, customer reviews and business hours). All of this information will be pulled from the business’ GMB, which is now working hand in hand with your paid advertising.
When searching on maps, you’ll see the ad both shows up at the top of the results, and is given a yellow marker on the map, allowing it to stick out from organic results.
On a mobile device, the user will have a slightly different experience. Ads will appear in the same fundamental way, but mobile users will get the added benefit of click to call and click for directions options, as well as customer reviews and business hours. Again, all of this information coming directly from GMB. This is a great opportunity for a company to promote their online reviews.
Obviously, there’s a lot to take in when considering how to run your Google AdWords’ Campaign. Thankfully, companies like NEXT! Ad Agency are fully capable of doing all of the heavy lifting with things like Google AdWords, SEO, and Social Media. If you are looking to increase your online presence, hiring professionals is a great way to boost your Google AdWords Campaign and SEO, while allowing you to continue the day-to-day tasks of running your business.
Google is always changing, so this will certainly not be the last AdWords updates. We cannot wait to see how things will continue to evolve.
If you have questions or thoughts about AdWords, please write them in the comment section below!
