Google has been slowly but surely changing the way in which we use Google Search. The design and overall user experience of Google Search, that is. This mainstream search engine recently revealed that Ads will now be placed at the bottom of the search results page, instead of the top.
This transition from “top vs, side” Ads to “top vs. other” Ads is said to perform better. This is because the viewer can easily scroll from the top of the page, down to the bottom, which is a natural action. In tests that Google have been performing, results show that Ad placement at the bottom of the search results page, received better click- through rates.
Google revealed that Ads placed at the bottom of the page and those placed on the side of the page, will be exclusive. This means that these Ads will not appear at the same time, reducing the amount of clutter, with regards to advertising.
Organic search results positioned at the bottom of the page have been known to generally have higher click- through rates than Ads in that portion of the page. However, now that Google Ads will be placed at the bottom of the page, there will more than likely be an increase in traffic to the Ads. This poses the question? Is Google planning on doing away with organic search all together?
One thing is for sure… The bottom of the Google results page provides plenty more space than the top and side of the page, allowing for more Ads to appear on one search results page. But what does this mean for the Ad campaign’s success? Well if most viewers find what they need on the first Google results page, it could mean dismal results for Ad campaigns on other pages.
At this stage, it is too early to judge the success of a specific Ad campaign at the bottom of the Google results page. However if certain keywords result in high volumes of paid Ads, then a specific Ad campaign will appear at the bottom of the Google results page.