AdWords CTR increases after Google drops right-side ads – Case Study

According to the research done by researchers the CTR of Google Adwords has enhanced as a result of a repositioning of ads on the Google search engine.

Google has stopped showing ads on the right hand side of desktop search results since mid february , moving rather to demonstrating a fourth advertisement above the organic search results and up to three advertisement at the bottom of the page beneath the organic results.

Analysis from a two week study of the effect of the change shows  that the click through rate has increased for all except one of the top four ad positions.

Although advertisements in position one increased by 8.4% in terms of CTR and 7.7% for position two it is those ads in position four that have seen the best impact with CTR increasing by 18.2%.

However the analysis, showed that more than a half of a million individual searches for a range of businesses for advertisements that stayed at the same position previously, then after the fact the change, demonstrated that ads in position 3 have been adversely affected with a 5.6% fall in CTR subsequently. Position 3 used to sit above the organic search results.

The analysis, by AccuraCast, will be proceeded over the coming weeks to further evaluate the effect of the progressions while the organization likewise plans to investigate the impact on desktop and mobile. “Dropping positions 5 and beneath from the right hand side is very much a significant change to the way paid search on AdWords works,” said Farhad Divecha, managing director of AccuraCast. “We have to see precisely what the implications are for our customers and whether we have to change the way we bid on certain keywords.”

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