Google recently updated its Help Center definition of ‘top ads’ to more accurately reflect how advertisements can appear within search results. This change clarifies that while top ads typically occupy the prime positions above organic listings, they may also appear below them for certain searches.
Ad Rank determines where your ad appears on the search results page. It considers several factors:
- Your bid: The maximum amount you're willing to pay for a click.
- Ad quality: This includes how relevant your ad is to the search, its expected click-through rate, and your landing page’s user experience.
- Auction dynamics: This considers factors like the competition’s bids, the specifics of the search query (location, device, time), and other ads on the page.
- Ad format: This includes the impact of using extensions and other ad formats.
What are Top Ads?
Top ads are generally above the top organic results, although top ads may show below the top organic search results on certain queries. Placement of top ads is dynamic and may change based on the user's search.
According to Google, here’s what top ads mean:
“When people search on Google, text ads can appear at different positions relative to organic search results. Top ads are adjacent to the top organic search results. Top ads are generally above the top organic results, although top ads may show below the top organic search results on certain queries. Placement of top ads is dynamic and may change based on the user’s search.”
Why did Google change the ‘top ads’ definition?
Google changed its definition of top ads after testing ads between search results back in October. Patrick Stox, Ahrefs product advisor, technical SEO and brand ambassador, noticed sponsored posts were appearing where the third and fifth organic positions normally run and shared a screenshot on X.
What is the impact of ‘top ads’ on Search Results?
Landing a top spot depends on your ad’s ability to meet higher Ad Rank thresholds. These thresholds are essentially benchmarks for ad quality and bids, and they’re stricter for top positions. As a result, top ads often come with a higher CPC.
- Blurring the Lines Between Ads and Organic Results: This update could be a stepping stone for Google to insert ads directly within organic search listings. Trials conducted last year hint at this possibility.
- Reduced Visibility for Organic Content: If ads are placed among organic results, it could push down genuine content in search rankings. This makes it harder for users to find the information they seek without wading through promotional content.
- Impact on User Trust: The clearer the distinction between ads and organic results, the more users trust search results. If that line blurs, users might become less confident in the objectivity of Google’s search function.
How does this change impact advertisers?
On the positive side, more ad placements within search results could mean greater visibility and potentially more clicks, especially for competitive searches.
However, there’s a risk: Users bombarded with ads might become desensitised, leading to overall lower click-through rates.
- Increased Ad Exposure: Ads placed within organic listings could lead to more prominent ad placement and potentially higher click-through rates for advertisers. This could be especially beneficial for competitive search terms.
- Potential for Ad Fatigue: With more ad placements, users might become overwhelmed by promotional content, leading to ad fatigue and a decline in click-through rates overall.
Google’s latest update signifies a potential shift in how Google displays search results. It’s important to monitor how this evolves, as it could affect both user experience and advertiser strategies.
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