These new ad placements will be found at the bottom of the search engine results page (SERP) instead of ads that were previously shown to the right side of the results. The changes are being rolled out and will not always appear at the bottom of the page. Here is a screen shot of the new ad placement at the bottom of the SERP:
Google says that they dynamically optimize each search page, including its ads, to provide the best experience for their users. And in many cases, they have found that displaying ads below search results fits better into the user’s flow as the user scans the page from top to bottom, On average, placements at the bottom of the SERP performed better than side ads in terms of click-through rate (CTR) in their tests.
It will be interesting to see how these new ad placements will affect CTR and conversion performance. In order to gauge performance, you can run a “Top vs. Side” report to see where your ads perform best. All side, bottom and experiment impressions will now be classified as “Other” so you can see how your top placements performance against the other placements on the page. Google says that the report name will be renamed to “Top vs. Other.”
Paid search advertisements on Google may include celebrity endorsements in the near future. Google has just started testing an annotation under paid search results that include a celebrity endorsement along with a small image of the celebrity.
In the screen shot below, when the phrase “kardashian sears” was searched, a celebrity endorsement from Khloe Kardashian appeared underneath the paid search ad. In this example, Sears is telling Google that Khloe Kardashian has endorsed this product line that is available on the Sears website.
Google Product Manager, Christian Oestlien said that there are only a handful of advertisers in the current program and limited information is available.
It will be very interesting to see how celebrity endorsements affect the performance of paid search advertising, especially with fourth quarter right around the corner and a big push for holiday sales. I would expect that paid search advertisements with endorsements from celebrities would garner more clicks than an advertisement without. In addition, there are many advertisers that would benefit from this new feature, because there are so many celebrity-endorsed products and services.
After you find out Is It Worth It To Pay Top Dollar For Your PPC Ads In Google AdWords?, you will be happy to learn that AdWords is making it easier for advertisers to get to the top position of the paid results of the search engine results page (SERP) with the Estimated top page bid column.
To add the Estimated top page bid column, go to the Keywords tab and then click the Columns button. Check the box next to Est. top page bid and click Save.
This new feature works well with the recently released Top vs. Side report where you can see how your ads perform above the organic results versus to the right of the organic search results. This report helps you better optimize your paid search campaigns because it shows you where the majority of your clicks and conversions are coming from.
Typically, more conversions come from ads that appear on top of the organic search results. With the help of the Estimated top page bid column, you can improve your bidding strategy by implementing this information, so that your ads will appear in the top position, thus increasing the conversion rate of your ad.
Keep in mind, though, that other factors such as Quality score, CPC bid and other Campaign settings will still affect your ad position, and bidding higher than the Estimated top page bid will not always guarantee you to be in position one.