Google decided last weekend to stop showing ads on the right column of their search results page effective immediately (Feb 24, 2016) and globally. According to Google “We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.” You will still see product listings ads and the Knowledge Panel on the right column.
There’s speculation that this change is revenue driven on Google’s part; if there are less ads above the fold (there are up to 4 ads before organic results) there is more pressure to make sure your ads are in one of those top 4 spots. This will affect all advertisers but especially those who consistently aim for the top ad rank position. There is also a more organic visual flow to having all the ads line up with organic results that is especially relevant for searches on mobile and tablets.
What does this mean for the average advertiser? Bottom line; it’s time to optimize your campaigns and add a Google Shopping campaign (Product Listings Ads) if you haven’t already. It will be really interesting to watch how Google Shopping campaigns fluctuate over the next few months while advertisers figure out what this move means to their current campaigns. PLAs already make up 42% of Google’s paid advertising and we believe these will be more relevant and important for cost effective conversions.
Analyzing and monitoring your campaigns right now is also crucial. Look into bid adjustments for certain times of the day, get rid of expensive keywords that aren’t converting and optimize your ads for a better quality score. Keep an eye on your ad placements and see if your costs are going up if you’re in the top 4 paid positions.
It’s also time to work on optimizing your Google Business pages and boosting your online reviews. With the increase relevance of the Knowledge Panel on the right hand column it’s a great idea to focus some energy on your free Google My Business listings as well. You can find more information about your listings here: http://www.google.com/business/befound.html
Here are some more articles about how this will impact your campaigns:
Search Engine Watch: https://searchenginewatch.com/2016/02/23/google-kills-right-hand-side-ads-what-does-this-mean-for-sem/
Ads will no longer be served on the right hand column.
Heat map example of where people look at search results.
Four paid ads above the organic results and Google knowledge panel on the right column.
Google Shopping Ads (PLAs), one paid ads and just blank space on the right column.
Want to learn more about how these changes will affect your campaigns and how to optimize effectively? Join us for Google AdWords classes in Minneapolis starting March 29th. Click here for more information: http://demandquest.com/google-adwords/
Interested in an AdWords audit and consultation? Learn more about our AdWords consulting services here: http://demandquest.com/personalized-training or call us at 612-460-8770.
We work with agencies all the time! Let us help your team bridge the gap between traditional marketing education and current technology trends and updates.
We love agencies! We work with agencies across the US and recognize their value. We want to help your team stay current and up to
date with the latest technology trends and software applications. We have found that a number of employees at marketing and advertising agencies have a great foundation but are missing advanced skills in online marketing, advertising and analytics. We’ve actually had DemandQuest students who represent clients meet with agency reps and our students knew a lot more about digital marketing than the reps did. Save your agency that embarrassment and be the most educated team in the room. We want to help your employees bridge the gap so you can continue to offer a comprehensive, well rounded solution to your clients all while saving you money. We offer a competitive rate for group training that is more cost effective than sending employees to individual classes. Take advantage of our group rate and custom training options, tailored to meet your company needs.
Custom Training in Google AdWords, Yahoo!/Bing Advertising, Google Analytics, Facebook & LinkedIn Advertising, Search Engine Optimization and More, Tailored to Meet Your Specific Needs.
Clients know that they need to be online but most of them don’t know where to start or how to be effective, which is why they have
engaged you as an agency. We can help ensure that you are creating the most effective online campaigns for your clients utilizing social media, comprehensive analytics and online advertising. Show your clients tangible data that prove their online marketing efforts are creating conversions.
Make sure that your credentials are up to date when you pitch your next client. Are you employees Google AdWords or Google Analytics certified? Are they “social media experts”? How do you know the level of education and experience your team is bringing to your clients? We will ensure your reps have a full understanding of the technology and platforms that you offer to your clients.
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Interested in getting Google Analytics and/or Google AdWords Certified? Wether you’re new to Google’s complex software or have been using it for years, here are some reasons you may want to get your certifications.
Why to get Certified:
- Clients and employers believe training and certification are important
- Learn how to use and implement new features
- Improved online advertising & overall website performance
- Get included in the new AdWords Professional Search
Clients and Employers Believe Training and Certification are Important:
There are so many marketing professionals out there offering a wide range of services at all levels of competence so having your certifications can show a client or an employer that you really do know what you’re doing when it comes to PPC management and Analytics. If you’re self-employed or at an agency, this is a must have. I believe it will help set you apart amongst job applicants as well as it shows your commitment to education and training.
Learn How to Use and Implement New Features:
We often joke in our AdWords and Analytics classes that we’ll probably see at least one new feature appear in any of our 4-5 week courses and we often do! The updates to Google’s software are astounding and we see students who have been using AdWords or Analytics for years who never knew about certain features that make their lives easier and their campaigns much more effective. It’s also really gratifying when you can bring in a new technique to your clients or employer or both. Also, since you have to get certified every two years, having this certification proves that you are educated and up to date on current features.
Improve Your Online Advertising & Website Performance:
It used to be that we just threw money at the web and hoped for the best. Now we’re able to track who’s coming and for how long, how they got there and what their behavior looked like while they visited. Then we can re-market them to come back and give us another shot. The intricacies and complexities of analyzing your online advertising efforts are amazing and incredibly useful. When you have a handle on how both Google Analytics and AdWords work, you can use them to cut costs, improve ROI, improve visitor retention and return rates. The possibilities are endless.
Be Included in the Google AdWords Professional Search
Once you are certified, you and/or your company will be featured in the Google Partners Search which is a directory of certified companies and individuals. Prospective advertisers and clients can search here: http://www.google.com/ads/innovations/partnersearch.html and use a variety of criteria (location, estimated budget, services, etc.) to find a qualified Google professional. You can also use the Google badges on your website (with a link to your credentials) for added credibility.
About DemandQuest Training:
Our classes are comprehensive and the goal is to be able to understand and effectively use the Google Analytics and AdWords software. We offer in-depth training and certification programs as well as one day seminars. Please check out our certifications classes here
The reviews are in; our classes have been called “Superior”, The Absolute Best”, “Relaxed & Fantastic”. Students love marketing and advertising classes at DemandQuest and now you can see what they have to say firsthand in our new video. Be sure to tuned to the end where you can get a special discount code to use this fall! http://demandquest.com/video/
A Small Sample of Current & Past DemandQuest Marketing & Advertising Students
This is the time to boost your resume with Google Certification, improve your social media marketing with in-depth insights and impress your boss with cost saving search engine optimization implementation. Be sure to join us for the most in-depth and up to date training around. Our instructors are industry professionals who work within their expertise, not out of date professors. But don’t just take our word for it; see what our current and past students and teachers have said about the DemandQuest Marketing Institute here. Then check out our great current class schedules below and use your video discount code to save! We’ll see you in class!
This is a great video about Google AdWords Enhanced campaigns (formats, bidding, mobile, etc.) with Google and some other industry experts. It’s a high level discussion about how different AdWords managers are using the new features of Enhanced Campaigns.
Thanks to everyone who came out for our Student Appreciation Party & Open House. We had a really great time and appreciate you taking the time to check out our digital marketing classes!
Join us Friday, July 19th from 3:00-7:00 pm for good food, drink, awards, prizes and more! We have had a great time over the last three years at the DemandQuest Marketing Institute and want to thank all of the students and teachers who have helped made DQ the special place that it is today and to invite our friends in marketing community to come and check us out! Join us for an afternoon of good food and drinks while we celebrate our students, hand out awards, raffle away great prizes, eat and generally have a fun time! To say thanks, we will be raffling off some neat-o-keen prizes like Class Vouchers, Google gifts and more PLUS we will have eats from Smalley’s Caribbean Barbeque and Fat Tire beer on tap.
Open House: Never been to DemandQuest but interested in taking marketing and advertising classes? This is a perfect time to come check out the space, hear from past students first hand about how fun and awesome DemandQuest is and learn more about our incredible classes such as:
- Google AdWords
- Google Analytics
- Social Media Marketing
- Search Engine Optimization
- B2B Lead Generation
- Word Press for Marketers
- Adobe Photoshop for Marketers
- Mobile Marketing Strategy
- & More!