{"id":110587,"date":"2016-02-23T14:57:00","date_gmt":"2016-02-23T19:57:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/google-removes-side-ppc-ads\/"},"modified":"2025-01-03T05:14:45","modified_gmt":"2025-01-03T10:14:45","slug":"google-removes-side-ppc-ads","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/google-removes-side-ppc-ads\/","title":{"rendered":"Google removes side PPC ads"},"content":{"rendered":"<p>You may have heard about Google removing the side ads from the search results and increasing the ads to 4 at the top of the results. The global roll out is scheduled for 22<sup>nd<\/sup> February 2016. <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8277\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/02\/Pictures1.png\" alt=\"London Hotels\" width=\"603\" height=\"1134\" \/> This is the view of the search results above the fold on laptops with the standard screen resolution. <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8278\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/02\/Pictures2.png\" alt=\"London Hotels 2\" width=\"939\" height=\"885\" \/> The search results now mirror the mobile results look and feel.<\/p>\n<h3><strong>What does this mean?<\/strong><\/h3>\n<p>This change feels like Google are pushing brands to focus on having good presence for the terms that matter to them, especially for the head terms. While PPC has always been seen as the conversion channel with generics forming part of the branding and introduction strategy, it now feels like PPC is moving more towards branding as some advertisers will undoubtedly not want to sacrifice exposure. There will be advertisers who feel they can\u2019t afford to not appear on the SERP and as such they will have to change their strategy. This scenario will mean that KPIs will need to be reviewed. There are some obvious implications to your account performance you should be aware of\u2026<\/p>\n<ul>\n<li>Impressions will reduce as there are now less positions available.<\/li>\n<li>Top 4 CPCs will increase as competition for the top position heats up, especially for position 4. Advertisers outside of the top 4 will want the last of the top positions to help limit CPC increases.<\/li>\n<li>Increased CPCs could lead to less traffic if budgets stay flat. However, the CTR is likely to improve.<\/li>\n<li>If you were appearing on the right had side and applied a positive mobile bid adjustment to appear in the top 3 on a mobile device, it is likely that this will need to be adjusted. If you increase desktop\/tablet CPCs to appear in the new top 4 then the current mobile bid adjustment may inflate your mobile CPC.<\/li>\n<li>Organic results pushed further down the SERP, this is emphasised when the local pack is present as displayed in the images above.\n<ul>\n<li>For brands with physical locations the local pack is even more important now due to the organic listings being less visible.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>This change doesn\u2019t necessarily mean your traffic is going to fall off a cliff. You should however, get a closer understanding of the position split across the Google Search keywords, top vs. other. This will give you an idea of the volume of traffic you may now lose. <img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-8279\" src=\"http:\/\/www.make-it-rain.co.uk\/wpe-content\/uploads\/2016\/02\/Pictures3.png\" alt=\"Lost traffic\" width=\"940\" height=\"326\" \/><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69fad7fe5e7a7'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69fad7fe5e7a7');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h3><strong>What next?<\/strong><\/h3>\n<p>Before thinking about CPC and budget increases, the primary objective should be to work smarter via the following targeting option:<\/p>\n<ul>\n<li>Demographic targeting<\/li>\n<li>RLSAs<\/li>\n<li>Customer matching<\/li>\n<li>Similar audience<\/li>\n<\/ul>\n<p>Increase CPCs for the right users, for the right keywords and at the right time. You will probably find that you can replace existing traffic with better qualified traffic. Once you have applied these options and performance efficiency has improved you\u2019ll be in a better position to request more budget to enable greater reach and increase the number of conversions. Look out for our follow up in 2-3 weeks when we analyse the impact this has had for our clients globally. To discuss your AdWords targeting strategy <a href=\"http:\/\/www.make-it-rain.co.uk\/contact-us\/\">get in touch<\/a> with the team.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>You may have heard about Google removing the side ads from the search results and increasing the ads to 4 at the top of the results. The global roll out is scheduled for 22nd February 2016. This is the view of the search results above the fold on laptops with the standard screen resolution. The [&hellip;]<\/p>\n","protected":false},"author":79,"featured_media":110589,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[],"class_list":["post-110587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google removes side PPC ads | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/google-removes-side-ppc-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google removes side PPC ads | DAC\" \/>\n<meta property=\"og:description\" content=\"You may have heard about Google removing the side ads from the search results and increasing the ads to 4 at the top of the results. 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