Google Adwords’ Recent Changes Put Big Impact On Paid Campaign & ROI

Google is always experimenting and look for an advancement to endow a super search engine experience for the users. But each and everything has its own positive and negative sides which truly impacts on the consequences so we are going to discuss in this blog what are the impact of these changes which have been made by the Google recently in Adwords.

The biggest search engine of the world changed the layout and search results making some changes in both Adwords and Google Analytics, including “mobile first” bidding support and longer text ads and more. In Google performance summit of annual event where key Adwords and Google Analytics customers, new features, product plans, research and more things had been shared. Google Adwords is great for the businesses to sell products.

So the change in Google Adwords is affecting the layout of search results. In the right-hand sidebar, there no any search result will display. About four search ads will display at the top of the search results page above organic search. However, around seven organic search results will be down to paid search results. Furthermore, Google can show sometimes Product Listing Ads (PLAs) in the right sidebar but for all purposes, you can say goodbye to the old right sidebar search results.

What Should We Expect

Google Adwords advertisers should expect an unusual ride in the weeks that has to come because with this move Google has reduced the number of search slots on the results page for up to 11 down to 7. Demand will be high, especially for ad positions 1 4. Advertisers who are looking for this coveted position should pay more as CTR for these positions seems to also be going up onto 14x by some accounts.

So prepare yourself to increase your cost per click (CPC) as demand increases, and be sure that you are assiduously tracking conversion and ROI to ascertain that you are not a loser of these changes. Paid campaigner will be a winner from these changes of Google Adwords Despite doing plenty of SEO work you cannot get high rank overnight but from the bidding and buy a top position from Adwords can get a higher rank overnight

Impact of Paid Campaign PPC

Data across thousands of industry accounts which determined evidently that side and bottom ads account is just about 14.6 percent of total clicks. However, ads in the top get 14x higher click-through rate than the same ad for the same keyword on the right side. While Ads in the top positions get 14X higher click through rate than the same ad for the same keyword on the right side.

We need to know that such changes only will impact on the desktop which now less than half of all searches; So really, this will put an impact on 7.3 percent of queries.

Wait, You should also know that the Adwords ads will continue to display at the bottom of the SERPs. So, now we’re discussing much less than 7.3 percent of clicks being impacted by the change.

Apparently, including the fourth ad spot, and up to three ads showing below the organic search results, that’s the same as we did reorganize the naming of ad positions.

Moreover, two-thirds of SERPs even now have less than four ads above the organic results, so there’s plenty of space to offset those “lost” impressions and clicks.

Also, there are significant incremental advantages for PPC marketers. For example, now all ads may use call out extensions, site link extensions, location extensions that were earlier only a benefit of top  of  page ads.

Furthermore, the ads appear more highlighted and native can prove beneficial for search advertisers, now that many searchers can’t tell the difference between organic and paid results.

Finally, PPC marketers are the winners in this regard. This change solves the top versus side ads issue, where sometimes your ads include extensions, and sometimes don’t.

As far as I can see that no impact on Adwords auction dynamics such as clicks, impressions, CPCs and so on. These changes are well balanced. Yet search ads haven’t seen a noticeable change in cost-per-click:

Changes Will Affect Natural Search and ROI

This change will put the enormous impact on natural search performance. On the computer screen only the first natural search result will display above the fold. Users need to scroll down the screen to get more. That’s why competition would be high to secure first natural search position. Now the chase for this slot will be even tougher from now onwards. Some sites will have to redouble their efforts to get better results of SEO. Hence, the full extent of the impact of this latest Google Adwords change is not clear, so don’t try to make mistakes.

As we discussed that paid campaigners will be a winner side of the changes and for sure they will get high returns from the clicks. Just you have to start tracking your Adwords performance to set up conversion tracking. By this, you will be in a much better position to ensure your Adwords is really driving ROI. So we can assume that paid campaign can be resourceful for your site.


Okay, so this might be a revolutionary change or we will have to see some more changes in the future but accept this as a big change. From my point of view, you don’t need to be panic. As we are expecting this is reasonably well for the vast majority of PPC advertisers will enjoy better luck than before. Obviously, some may be a loser, same things happen with every change, some changes are good some are bad for someone, you just have to give your total to be successful.

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