Google have recently announced changes to how they will be displaying adverts on their search results. Traditionally adverts are shown to the top and right of natural/organic search results.
In this announcement Google have stated that they will be showing ad placements on the bottom of the search results and not to the right of the listings. Google have said that ‘this placement performed better than side ads in terms of click-through rate in our tests’.
You can analyse the performance of your ads and see if your ad has appeared at the bottom rather then on the side by using the ”Top vs. Side” segment. For now Google are classifying the ads at the bottom of search results as other, this also counts experiments within your Pay Per Click (PPC) campaign. Reflecting this change Google will be renaming this ”Top vs. Other.”
When ads appear on the bottom of search results they wont appear on the right and when they appear at the side they wont appear on the bottom at least for now. There has been no official word from Google whether this will change in the coming months.
Google say this change is to reflect the evolution in the way users are searching on Google and that it will give advertisers a better return on their investment. In experiments performed by Google they found that users read search results top to bottom oppose to left to right and that adverts on the bottom have a higher CTR as oppose to those on the right hand side of the search results.