Recently, Google has taken several initiatives to bring into effect certain swing of changes; the question is, how many of them are benefiting Adwords performance?
Google started early September last year by introducing Google Instant, a feature that modified the display of PPC ads. Subsequently, 'Google Place Search' was integrated into SERP's; this development also impacted PPC. Here's how:
- The Google map which enhances competitive business promotion is now featured on the page's top right hand side. Subsequently, when a visitor scrolls up or down the page, the map floats over the paid ads.
- The organic search now integrates reviews, addresses, phone numbers as well as other pieces of information, navigating more users, off the paid ads.
Sadly, the implication of this is that PPC ads will be producing comparable amount of impressions, but are likely to receive fewer clicks. This would impact CTR as well as Quality Score substantially. What effect does this represent for PPC Managers?
- As a result of the floating map, it has become more crucial to ensure that our paid ads are displayed in the first three positions. The implication is increased competition; therefore, a higher CPC is paid.
- It is important to set up wide range of Ad Extensions to attract the attention of a user, so that competition with the organic listings would be enhanced.
- It is necessary to move ahead with more localized PPC Ads in order to inch towards the changing dynamics of SERP's.
From the foregoing, it can be deduced that Google tends to be giving priority to organic experience over PPC. Although these changes appear to be frustrating, smart advertisers can look beyond the frustration and see opportunities in these changes. Ensure that you move along with the trend of events!
No comments:
Post a Comment