Get Right with Google
Google has been successfully placing ads on the right side of your computer screen (and charging for them) for years, but recently they made a change. So, why the change now and how does this affect your brand?
What exactly did Google lose?
First let’s look at what’s new. The Google search ads used to show up above, below, and to the right of organic search results. Now, the ads to the right are gone, instead, you’ll see ads above your search results. Google is calling these ads “highly commercial queries,” as they are directly related to the Google Search.
Why did they do it?
There are a few answers to this, the most glaring is why many people didn’t even notice the change to begin with– most people are searching Google from their phones or mobile devices. The right side ads never appeared there to begin with, they were mainly for people searching Google on their computers.
The change cuts down on the clutter and streamlines the Google experience, starting with mobile users and then desktop users.
What does it mean to you?
Well, fewer ads could increase organic traffic but another ad above the organic results could also push results down the page– so you have to take the good with the bad. Also, fewer ads could mean the price to appear will be driven up.
If you currently have Google search campaigns, you can preview your new results by going to Tools, then clicking on “Ad Preview and Diagnosis.” You can also try to increase your position in the search results. Google bases your position on your bid versus everyone else bidding on that keyword, as well as Quality Score, which is how relevant your ad/landing page are to the user search.
Also helping your chances of being noticed by Google, is it to get your business listed with as many on-line listings as possible. For example, we here at RUSSO were recently added to agencylist.org. Google looks at these kinds of lists as an indication that your business is an authority in its industry; your ranking can actually improve. Things like this may seem small, but the more places Google has to pull from, the better your chances of being found.
Whatever your approach is, remember to focus on the end result. Is your position on Google worth the extra money and effort? It might very well be, depending on your brand. On March 23 at 9 AM we’ll hold a webinar designed to help you navigate the waters of SEO, learn how to make a plan and stick to it. This is for folks just learning how and why a plan for SEO is important. Sign up here.
For tips to keep your brand alive on-line, subscribe to the to the Razor Branding Blog.