Everything you need to know about the removal of Adwords ads on the right | Weboptim

In February, Google officially updated its search ad display policy: the ads on the right-hand side of the page will be removed, and above the organic results, 4 ads will be displayed instead of 3. 

This change raises many questions..

Is this change permanent?

Yes, Google has confirmed that the ads on the right will be permanently removed worldwide, in all languages. This only affects the display on desktops, as there were never any right sidebar ads on mobile.

No more right-wing ads, ever?

This is not entirely accurate. Google Product Information Ads (PLA) and the Knowledge Grahp ads will continue to appear in the right sidebar for relevant search queries.

Will there be 3 or 4 text ads?

Google will basically display 3 text ads above the organic results for each query. For highly "commercial" queries (e.g. accommodation search, car insurance), you will see 4 ads. In addition, there will also be an ad box under the first part of the organic results.

Will this change have an impact on organic results?

For longer ads, the 4 results may fill the entire top of the fold, so you'll need to scroll to get organic results.
This is not typical, but it is worrying.

Of course, if there are only 3 ads and no Knowledge Chart (Knowledge Graph), there is more room for organic results. But it is also a fact that with the inclusion of a fourth ad, the visibility of organic results will decrease.

Will CPC costs go up?

We cannot give a definitive answer until we see the exact effects of the change. However, costs are expected to increase due to changes in supply and demand.

The possibility of entering the above-the-fold positions (supply) has been reduced, but demand has not yet changed. This makes it likely that average CPC values will increase significantly, which is not good news for Adwords advertisers. While this is speculation, it is a likely scenario.

Another scenario is that CPC costs will decrease due to more ad positions, which will result in more impressions.

There are even questions about what offers advertisers will put up, and whether the display at the bottom of the page will be as valuable as the one on the right.

While there is still a lot to consider when it comes to the removal of ads on the right, these are the most important things to be aware of.

Source: searchenginejournal.com

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