How Google AdWords Changes affect You – SEM & SEO

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In the past, when a user performed a search on Google, the SERP (Search Engine Result Page) would show 3 featured ad placements and many on the right hand side.

Recently, AdWords removed these right hand ads and added another to the top, pushing down organic search results. What’s more is that they added paid ads to the bottom as well.

The good news for advertisers is the additional exposure on the main page.

This is bad news for businesses focusing on organic rankings through SEO (Search Engine Optimization).

Click Through rates for the top organic positions are likely to decrease with the extra ad above the fold. On a mobile device, it’s probable in many cases that no organic results will show above the fold, therefore increasing the click through rates on the paid links and decreasing clicks on the organic results.

The bad news for advertisers is that less ads overall by default will create more competition for the visibility and therefore bids will likely increase raising costs for advertisers working to show on page one of the SERP (Search Engine Results Page.

When Google features the local pack of listings, ads will appear first, then local listings, and then organic results. Local is more important than ever and a focus on your NAP will be key. Set up your Google My Business, and keep your name, address, and phone consistent across all of your online channels to increase visibility in the local results on the SERP.

It will be interesting to see how these changes change click through rates and advertising costs, and I’ll be watching and reporting.

Looking for help with your organic rankings (SEO) or paid results (PPC)? Ballen Marketing is here to help. Ballen Marketing empowers real estate agents to own their marketing platform. Ballen Real Estate Websites are lead generation systems designed to generate higher quality leads that continue to flow all year long. Call 702-917-0755 to have a special BREW made for you. – Lori Ballen shares her online marketing tips that have lead her to build and even sell several successful businesses through internet lead generation and team systems.

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