Recently Google has launched its new official search menu layout with icons on desktop search. They have done this after an expanded long-running experiment over their desktop search results and rolled out the changes to all.
They have enhanced the presentation of this search menu bar with cute little icons that accompany the available text links. Now, you can experience the change made by them for brands and consumers where they have removed the ads on the right-hand side and instead added them on top. Google had opted this because it worked well for its advertisers a few years ago when Google tried to place some ads above the search result.
Mostly, the Google search results used to be simple, as can find the results down the middle of the page with ads on the right. Well, Ads in those positions get clicked a higher proportion of the time, that drives more valuable traffic and earning as well, to Google. But, it does have an appropriate impact on the ‘natural’ search results further down the page.
This change has completely removed the text ads on the right-hand side and replaced them with an additional ad at the top.
What is the impact of Google ads on the brands?
An increase in the high value, high-cost ads at the top has reduced the number of ads on the page, which means more competition in Google’s ad auction. Moreover, the increased cost of these ads doesn’t guarantee the high availability of traffic. But still, it forces the advertisers who had previously obtained a good placement in a search result to move towards the paid advertising slots to maintain their traffic volume.
Certain companies completely rely on these Google paid ads; actually, these companies need to be very care-full about their investment against the potentially decreasing amount they will get for free from searches, that ensures them that they have reached the right customers at the right time in a cost-effective manner.
How does Google react upon this impact of ads over brands?
Generally, whatever be the number of ads, Google earns on ads not for showing them on the search results page, but for clicking on them. A recent survey shows that the ads above the search results get clicked 14 times more often than those on the right-hand side. Thus, removing those ads and adding one or more on the top of the page makes sense.
All this appears on what they consider ‘the most commercial’ result, i.e., when they’re confident enough as the users are trying to buy something. This change mainly affects the desktop and tablet searches, making the mobile searches unaffected.
From the past few years, Google has seen desktop costs per click rising very slowly with the increasing shift towards lower cost per click mobile traffic. This ensures the change as the decrease over the desktop traffic and will continue to provide revenue at a steady rate.
What does this mean to a consumer?
Now, most commercial searches show at best one or two ‘natural’ search results without scrolling down the page. As per google, these changes will improve the relevance for consumers, but this is yet to be determined.
Mostly, the paid placement is well targeted for shopping-based searches where the brands are charged for each and every visit and sees to it that only the right result must be made available. In this case, the ads are not that recommended as they are considered to be less trustworthy and are more often blocked by the customers.
China’s largest search engine ‘Baidu’ already directs the users towards paid results by preference, stating that these companies are found to be the most trustworthy one as they are all vetted and always follows the policies to advertise their ads, whereas the search results are fully automatic with no involvement of human.
Well, this kind of statement can create a big embarrassment for Google, where its reputation completely relies on people believes in the near-infallibility of their search results. Thus, if people start seeing those results less often, there are chances that Google may lose some of its trusted customers.