Google has changed its logo many times for fun, but major changes to the pages don’t happen too often. That is why their recent decision to remove PPC adverts from the righthand side of the page is big news!
This will have the effect of reducing the amount of PPC adverts on the page from eleven to only seven. In turn, this means more clicks for the companies on the page, especially those in the first three boxes at the top of the page.
Will this also impact organic traffic?
Yes it will, although it is hard to say how. Fewer adverts could increase organic traffic, however a fourth advert at the top of the page could push the organic pages down the list. My thoughts are that Google have not done this to reduce their PPC advertising income, but rather to increase it. So if that is the case it is reasonable to assume that fewer clicks are going to be made in the organic side of Google and more are going to be for PPC adverts.
What will this do to advertising costs?
Less adverts above the fold means it is going to be more expensive with higher CPC (cost per click) fees and bidding wars!
You may want to ask yourself: Are the words you are bidding on worth spending the current CPC on? Could you find a more cost effective niche?
Six tips from The Prudent Marketer
- Review how your generic adverts for each page of your website appear on Google
- Review your average position and CPC for each key word
- Look for niches to advertise in and and be more Prudent with your PPC investment
- Measure, measure and measure
- It is always good to get the top spot, but it may not always be financially viable
- Improve your landing pages so that you get a better ROI from your PPC fees