Google has officially
started rolling out an update to its paid search layout. Google will begin
phasing out the right hand gutter (sidebar) ads. Instead, Google will only show
the top 4 ads above the fold and force the rest to the bottom of the results page.
In the following
example, Google has chosen to have 4 ads at the top and 3 ads at the bottom.
Now the top 7 ads are on page one, instead of the top 10 ads.
The update is limited to
desktop search results pages, so your desktop traffic may be affected. Ads that
appear beneath the third or fourth position may see a decline in click-through
rate. The layout of mobile ads will be unaffected for the time being.
What Does This Mean for
Cost will go up as more
people fight for the top 4 positions. First Page bids will increase because you
only have 7 positions on the first page. Expect to pay more money for the same
positions in Google.