Beginning Monday 22nd February Google are now only showing adverts at the top and bottom of the SERP (search engine results page). Google has been testing variations of this theme for several years now, and now it enhances the mobile experience as over 50% of searches are now via mobile. The decision comes from Google after receiving poor click through rates, not to mention giving SERPs a much needed cleaning and clutter-free appearance.
Unfortunately this might result in a reduction of clicks for some smaller businesses which rely on clicks for their adverts, resulting in an impact to their profitability.
What is Google Adwords?
Google Adwords is the world’s largest online auction system; it allows companies to place their Ads on a SERP, to market their services and products. Through this paid service, a search that includes keywords that relate to your campaign will place your ad in the auction. If you have a good ‘quality score’ and a high ‘max PPC’ your ad is likely to win the auction and so will appear on the results page as a ‘sponsored link.’
Adwords operate on a pay per click model. ‘Pay per click’ (PPC) is an internet marketing system where advertisers can pay a fee each time their ad is clicked. The ads are sold in auction and you bid what you want to pay for a click on the ad. If your bid is higher than your competitors you have a better chance of ranking first in the sponsored results. So when someone clicks on your PPC listing, they arrive on your page and you are charged the amount you bid. For example, if you bid 15p per click and then 100 people click on your PPC listing, then the search engine or PPC service will charge you £15. There are many different factors that impact your spend in Adwords and this only
Why use Google Adwords? Research shows us that 87% of web users do not scan past page 1 of search engine results, so if your site appears on top of the search list then chances are your site will be visited more often. Using Google Adwords is a great way to monitor feedback from your site as it is measurable and flexible. You can see what changes had what effect, what directly increased or decreased on your search rankings etc.