Repositioning of Google Sponsored Links

Word on the street is that Google has changed the layout of their search results page in order to increase their revenue per search. The change is a repositioning of their sponsored links—which are purchased through Google AdWords.

I’ve provided before and after shots of the layout changes below:

Before

After

Initial reports from notable people, like Alex Staunton with Reprise Media, is that the change has resulted in increased CTRs (click-through rates). Here’s Alex’s statement on the changes:

“The results? A whopping 14.47% increase in click-throughs from the 11-day period preceding the change vs. 11 days after the change.”
Source: searchviews.com

What This Means

It could be that this is a true increase in CTR on sponsored ads. With one sample to go on, it’s too soon to tell.

If it is the case, however, that would most likely point to a decrease in organic CTR. This would level the playing field between the two, as organic listings have always come out ahead in the in terms of CTR.

Now more than ever, it’s important to keep both SEO and PPC in your marketing mix.