In the ever-evolving world of search engine marketing, Google continues to innovate and experiment with new ways to present advertisements alongside organic search results. Recent data suggests that the search giant is testing a new approach to ad placement, mixing sponsored content with organic results in ways we haven’t seen before. Let’s dive into the numbers and implications of this subtle yet potentially significant change.
The Current State of Ad Placement
According to recent findings shared by Mordy Oberstein, head of SEO brand at Wix, the frequency of these new ad placements remains remarkably low:
- Only 0.31% of desktop SERPs (Search Engine Results Pages) have ads mixed into organic results
- A mere 0.01% of mobile SERPs show this mixed ad placement
- For context, 2% of all SERPs maintain the “normal” ad placement at the top of the page
These numbers indicate that while Google is indeed experimenting, they’re doing so cautiously and on a very limited scale.
Desktop vs. Mobile: A Tale of Two Strategies
Interestingly, Google’s approach differs between desktop and mobile:
- On desktop, 18% of SERPs with mixed ads place them immediately after a featured snippet
- On mobile, less than 2% of SERPs with mixed ads follow this pattern
This disparity suggests that Google may be tailoring its ad placement strategy to suit the unique user experiences of different devices.
Ad Frequency and Placement
When ads do appear mixed with organic results, here’s what we’re seeing:
- Desktop SERPs generally feature two ads mixed with organic results
- Mobile SERPs usually show one ad mixed with organic results
Google seems to favor placing ads right after featured snippets on desktop, but this strategy isn’t mirrored on mobile platforms.
Why This Matters
For marketers and businesses, these changes could have significant implications:
- Increased Visibility: Ads placed within organic results or immediately after featured snippets might capture more user attention than traditional placements.
- Potential Performance Shifts: Click-through rates, conversion rates, and overall ROI could be affected by these new placements.
- Strategy Adjustments: Advertisers may need to reconsider their approaches to optimize for these new ad positions.
Looking Ahead
While the current frequency of mixed ads remains extremely low, it’s crucial to keep an eye on how Google’s ad placement strategy evolves. Will we see an increase in the frequency of mixed ads over time? How will this impact the effectiveness of both paid and organic search strategies?
As the search landscape continues to change, staying informed and adaptable will be key for marketers looking to maintain and improve their search presence.
Remember, in the world of search engine marketing, the only constant is change. Keep watching this space for more updates on Google’s evolving ad placement strategies.
Read more from Search Engine Land.
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