Over the past few months Google has been testing ad positions at the bottom of the page in addition to top and right. Google Adwords official blog update reported that these ads perform better in CTR as compared to top or right and according to them the reason for this change was “ads below search results fits better into the user’s flow as they scan the page from top to bottom”.
To compare the performance of ads in adwords the column showing ‘Top Vs Side” will be changed to “Top Vs Others” in up comign weeks.
Search Engien Land also reported that these ads will be mutually exclusive i.e. if the ads are shwon at the bottom of the page there wont be ads on the sides and vice versa. If Google plans to make bottom ads mutually exclsuvie with the ads on right, we might end up seeing very long page results, 8 bottom ads and a lot of empty space on the right. I wonder how would that look in their new “seamless and consistant online experience” attempt.
More updates on the effect of CTR will follow as our internal team is testing this new feature and its affect on search results and click through rates.
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