Google Makes Important Update To Their Search Engine Results Page (SERP)

Liza Rodrigues • Mar 07, 2016

Google is constantly making updates to their search algorithms, which is the criteria used in gathering and prioritizing search results for given keyword phrases. It is up to us Digital Marketers to stay on top of these changes to help our clients stay on the first page, and wherever possible first on the list.

Well now Google has made a few major changes to their SERP (Search Engine Results Page), which has advantages and disadvantages for website owners and Google AdWords advertisers.

Here’s what the changes are and what they could mean for you:

1. Removal of AdWords from SERPs side panel

This will bring the user experience from desktop users closer to that of mobile users, which is the majority of current internet traffic anyway.

Google is testing the performance of Product Listing Ads (PLAs) within the main listing against its usual placement in the right panel, so you will now find both displays in your searches, as seen below.

2. Testing Product Listing Ads (PLAs) placement

3. Updates to Main Listing

illustration of the updates made to Google Search Result

What this means for you:

What has not changed

Cost-per-click (CPC) rates have not changed, though advertisers were holding their breath waiting to see them skyrocket. Increases in CPC rates were expected due to having less ad spots on the SERP, as well as having an additional ad spot at the top of the organic list. However, data so far has shown that CPC rates have generally stayed consistent.

Positive Outcomes

For those with eCommerce websites, Product Listing Ads (PLAs) have seen an increase in CTRs (Click Through Rates). This makes sense based on the positioning of the ads in the current SERPs.
Ad 3 spot has seen significantly higher CTRs. Advertisers are not sure why yet, but we will be watching the data that comes in over the next few weeks to see if this trend continues.

Negative Outcomes

Ad Spots 5-7 are obviously not performing well in their new position, below the organic results list, but they didn’t really perform well in their previous position.
Ad Spots 8-11, which are no longer on the first SERP has obviously suffered significantly, but again these positions did not perform very well anyway.

Biggest Negative Outcome

Organic results will be hit the hardest, as they are now pushed even lower on the page. The additional ad spot may result in your website being pushed below the fold, requiring a user to scroll in order to see it.

Mawazo Recommendations to deal with these Google SERPs updates

It is more important than ever for businesses to combine efforts of advertising and SEO in order to ensure that your websites are found.

To learn how you can optimize your business’ Google search engine results so your brand remains optimal, contact us now .

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Do you have any questions on the above, or would you like to share your experience? Just email ideas@mawazo.ca or call +1 (833) 503-0807.

At Mawazo Marketing we work with owners of B2B companies who want to accelerate their business. We help them with a concrete digital growth plan, a website that saves operational cost, and a digital marketing system that generates leads. For qualifying clients we offer a 5x ROI guarantee: if we don't reach the objective, then we pay back the difference. Book a Free Strategy Session to find out more.

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