Google has disclosed upcoming changes to the way it displays the ads that appear on top of its search results in two ways that make them look more like the unpaid organic search results. This blurring of the lines between the two types of results could boost hits for advertisers and revenue for Google.
Google has said on its adwords blog that it will change the top line on the paid ads, creating longer headlines. It will also display URLs completely in lower case, as it does with organic results.
It’s no wonder that Google rakes in the money with these paid ads. Personally, we often find the paid results as useful as the organic ones now, especially when shopping.
Toronto, Ontario-based DAC Group, a search engine optimization and search engine marketing agency, questions how these changes will impact the influence of paid results. DAC Group SEM SpecialistI, Ian Spencer comments, “With this new format, Google could be seen to be blurring the lines between organic and paid results. If more searchers are clicking on these ads in favor of organic results then this could be a very profitable move for Google.”
He continued, “Even if more people click on these ads in favor of the traditional ads, which will continue to appear in the right hand column, then this could also be particularly advantageous for Google as the ads that appear above the search results are generally more expensive.”
Google continually performs tests on searches and corresponding results. While such changes often offer improvements for search users, Google is now also changing the face of paid search results. Google noted that click-through rates improved in paid searches when these changes were present.
DAC notes that as Google evolves, so do the practices of marketers and searchers. “We need to constantly adapt,” says Ken Dobell, DAC Group president of Digital.
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