Initially the ads on AdWords all appeared on the right side of search results. Later AdWords introduced a 3-pack of ads that appeared above the organic results. Then, in February of 2016 AdWords did away with the right side text ads entirely while adding a fourth ad above the organic listings. Add in the text ads that appear below the organic results and you can see that ad placement on the SERPs is a very dynamic thing.
This past week I was doing some research into a company that produces outdoor furniture from recycled plastic. I was on my Android smartphone and typed the query “furniture from recycled plastic”. I looked at the paid ads on top and the organic results but was quite surprised to find this at the bottom of the page:
As you can see, this ad block contains ads from 8 different advertisers and the actual ad unit is simply the domain of the advertiser with what looks like a favicon. No Headline 1 & 2. No Description line. No ad extensions. These are as plain an ad could be with almost zero context.
First, we need to remember that this is just a test. I haven’t been able to replicate it. So don’t go making drastic changes to your campaigns based on this knowledge. However, there are a couple of things to consider.
In conclusion, I don’t foresee this test getting much traction. The CTR is likely very low due to the placement (bottom of a page on mobile) and the lack of supporting copy.
PPC (Pay Per Click), or the process of helping businesses drive traffic to their site from places like Google, LinkedIn, Facebook, etc., has proven to be one of the fastest ways to get the results you need to grow your business. These articles are focussed on the best practices of online advertising.
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