The new Google search results page for desktop has caused a bit of a stir
since it rolled out in February 2016. While once featuring three Google
AdWords pay-per-click (PPC) ads at the top of the page and multiple ones
down the right-hand side of the page, things have changed quite a bit.
They have wiped out the ads on the right-hand side and there are now
four ad spots at the top at three ad spots at the bottom of the page. In
fact, Google will only show three ads at the top unless it’s a highly-
commercial inquiry, which in that case, it will show four.
So the total number of possible ads in any given search has been reduced
from 11 to down to 7 at the most. Besides making the page appear a lot
more basic, this has also left marketers wondering how it will affect them.
Organic Search Is Affected
Not only does this shrink the potential advertising space, but it also
pushes the organic results farther down the page. Therefore, search
engine optimization (SEO) is more important than ever before. Companies
that want their websites to show up on the first page of the results will
have to work a lot harder to grab and secure one of the limited spots for
Paid Search Has Become A Lot More Competitive
Due to the fact that several Google AdWords ad spots have been dropped,
the fight for the top four available spaces just became even more
In order to stay ahead of the competition, businesses are now going to
have to pay a lot more attention to their paid ad campaigns to get the
level of exposure they want. There is a lot less room for error than with
the previous results page layout. So you’ll have to pull out all the stops
and ensure your ads are set up correctly and targeting the right audience.
Costs Are Potentially Going To Be Higher
Along with that comes the potential for higher costs-per-click being that
many businesses are competing for these prime pieces of real estate.
With more competition and fewer results showing on the page, you may
have to be willing to pay a little more to be featured above your
It isn’t all bad news however, if you do manage to make it onto the
shortlist, there’s more chance of consumers clicking on the ad. This is
because they now blend in a lot better with organic search results. While
they have the signature “Ad” sign next to them, at first glance they
appear as organic results, rather than paid ones.
There’s no doubt that the new page layout is going to affect businesses
whether they’re using Google AdWords or whether they’re trying to rank
higher organically byway of SEO. However, it could be used as an
opportunity to improve your overall digital marketing strategy to ensure
your company receives ample exposure using various means.
Thinking of focusing more of your marketing efforts on local search but
you’re not sure if it’s worthwhile? Consumers have been using the
internet to search for information for well over a decade. Search engines
have revolutionized the way we handle everyday life. During this journey,
location-based searching has shown steady growth as well.
Location-based searching is the practice of searching for a product,
service, or business based on location. Couple this with the fact that
mobile usage has grown exponentially in recent years, you can only
image how this has impacted the level of local searches performed by
Both local and mobile consumer buying habits have had significant
impacts on the marketing world and are becoming more popular as time
goes on. Here are some statistics you may not know and what they mean
for your business:
1. Most local consumers use local information in ads
Google actually carried out a survey into local search behavior and the
results showed over 60% of consumers wanted ads to be customized
based upon their location. Around 61% prefer ads that are customized to
their exact location, while 67% want them to be customized to include at
least their zip code and city.
So what does this mean? It means your business needs to ensure that the
ads you place are extremely targeted by making uses of location
2. Nearly 70% Of Consumers Use “Call” Or “Get Directions”
If you’re wondering just how important it is to list your phone number and
address, this statistic clears it up. With this amount of smartphone users
claiming to use the “call” and “get directions” feature on Google, your
business is seriously missing out if your details aren’t included in your
Google My Business profile. Double check to make sure your address and
phone number are correct. Also, claim and optimize your listing for even
3. Mobile Searches Lead to Action FAST
Another very interesting fact is that 70% of searches on mobile devices
are followed up with an action within one hour. Even more importantly, a
significant 50% of consumers who carry out a local business search on
their smartphone or tablet, visit the company’s store within one day.
So not only are potential customers carrying out more local searches,
they’re also following up on their search. You know what this means… If
your company wants to connect with SERIOUS potential buyers, your
local listing has to be up to par and ready to give these consumers the
information they need. In other words, make it easy for them to buy from
As you can see from the information above, local search has become
extremely popular in recent years. It’s driving in a lot more local
consumers, not only to company websites, but into physical company
So if you’re looking to draw in new customers, increase website traffic,
and boost profits, local search is definitely your first order of business.