Google Now Shows Ads at Bottom of SERPs

By Megan Marrs November 03, 2011 Posted In: Google Comments: 2

Yesterday Google announced a new ad placement, with ads now being displayed at the bottom of SERPs.

This additional ad spot comes along with a number of other updates Google has been making as it cleans up Gmail and Google Reader (with mixed feedback), adds Dynamic Search Ads, and starts hiding some organic search query data, to name a few changes. Google is pushing the PPC big time.

Google notes that in testing, this new bottom placement performed better with CTR than side ads. Google attributes this to the fact that users tend to scan a page from top to bottom, with the news ads fitting better into the user’s “flow.”

Google Bottom Ad Placement

You can compare the performance of ads in top positions vs. other positions with the “Top vs. Side” segment, which will be appropriately re-named “Top vs. Other” in upcoming weeks.

This seems like good news for advertisers—having ads on the bottom of the SERP might allow more marketers to have their ads appear on the 1st page rather than 2nd. I also agree with Google on this one—people naturally move down a page, and I think these new ad spots will prove very valuable. If searchers want to continue to a 2nd page, the bottom ad is directly in their line of vision.

So what else does Google have up its sleeve?

One commenter at Search Engine Land predicts:

google bottom ad display comment

That sounds absolutely terrifying, but with Google looking to expand their ad display options, it might not be so farfetched.

What do you think about these new ad placements? Any predictions for the future?

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Thursday November 03, 2011

Elisa Gabbert Said:

Maybe it improves CTR because people don't realize they're ads? Just a guess!

Thursday November 03, 2011

Megan Marrs Said:

I bet you're right! They sure like to make that "Ads" label awfully small...

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