New in sight for Paid Search : Google AdWords removes side ads.
Let’s explain it better, even if probably some of the insiders had already noticed this change.
There are several sources that reported this news: from February 19, the ads of AdWords campaigns are shown only in the two top and bottom positions, above and below the organic results; the right side ads will gradually disappear. And actually, trying to search for “Hotel Milano” for example, this is the scenario:
As you can see, everything has disappeared to the side.
On the other hand, for the “more commercial” searches, the ads displayed at the top will no longer be 3, but 4 , just as in the case of our example “Hotel Milano”.
Essentially, the desktop user experience will approach that of the mobile user who was already viewing ads in these locations and not on the side.
The space that has been freed up on the side of the page will certainly not be wasted: content such as the Google Knowledge Box will be displayed there (photo below)
Or Google Shopping campaign ads (photo below)
are two questions you will be asking: why this change? What will happen now?
There is nothing confirmed, but it is likely that side ads have been eliminated with a view to optimization, given that – it is statistically proven – they have a much lower click- through rate than ads positioned differently. The most obvious consequence will be an increase in competition between Advertisers, with likely higher ad costs as there will be fewer places to appear.
In addition, the natural SERPs will be pushed a little further down, so it will be essential to implement SEO work to secure a place on the front page.