AdWords Changes 2016: More Efficient with Fewer Ads

The world of online advertising is constantly changing and it's crucial to stay up to date. Google AdWords made significant changes to its ad structure in early March 2016. These adjustments affect the visibility of ads and thus the strategies of advertisers. Here, I explain the changes and what they mean for your AdWords campaigns.

Key Insights

• Google has reduced the number of visible AdWords ads from eleven to seven.
• Of the seven ads, only four are positioned in the visible area above the organic search results.
• Prices may rise due to the limited number of ads available.
• The adjustments are a response to the increasing use of mobile devices.

Step-by-Step Guide

Step 1: Understanding the New Ad Structure

Google has drastically changed the structure of AdWords ads. In the past, there were eleven ad slots; now there are only seven. Four ads are prominently positioned above the organic search results and three additional ads appear further down. These changes aim to improve the mobile user experience.

Step 2: Impact on Visibility

The visibility of the ads has changed significantly. Previously, it was possible to see eight ads side by side. Now, you have to adjust to lower visibility: only the four top ads are easily visible, while the three bottom ones are often overlooked as users have to scroll down to see them.

Step 3: Strategic Adjustments for Ads

With fewer ads available, competition may increase. You should consider investing more budget into your text ads to secure visible placements. Demand could drive the prices for AdWords ads up because the number of placements has decreased.

Step 4: Addressing Frustrations

With the new structure, it will be harder for you to drive traffic to your website if you can only place two or three ads. Pay attention to how your market evolves and remain flexible to adjust your strategy. An attractive ad with a clear call-to-action can help here.

Step 5: Adjustments for Mobile Users

Google has recognized that more and more queries are coming from mobile devices. Therefore, the new ad positioning is an attempt to better serve these users. If you want to target mobile users, make sure that your ads and landing pages are optimized for mobile devices.

Step 6: Monitoring and Analysis

Have you launched your campaigns? Monitor your ad performance regularly and compare it with previous results. This way, you'll quickly notice whether your adjustments have positive effects or if you need to make further tweaks.

Summary – Google AdWords 2016: Important Changes and Adjustments

The adjustments in Google AdWords are significant and affect the visibility as well as the strategy of advertisers. With fewer ads available, you should optimize your spending and content on the go to remain successful.