In a less-than surprising move, Google has confirmed to sources that they are doing away with the right-side ad bar for the Pay-Per-Click (PPC) advertising. For those who keep up with the exploding trend of mobile adoption and search, this should not surprise anybody. Why?

  • Google announced last year that search on mobile now exceeds desktop
  • Google does not display right-side ads on mobile searches since there is no room for it
  • By 2019, there will be over 237 million smart phone users in the US alone.

Google Mobile Search ViewThe irony of this continuing saga with Google is that PPC originally started with ads only on the right-hand side of their search results. Google then became more native in their advertising by placing ads above the organic search results. Now they are indicating that with the removal of right-side results, they will display 3-4 results on top and the rest at the bottom of their search results - which is what they do today on mobile. And by the way, how many “organic” search results do you see on your mobile devices “above the scroll” when the top 3-4 listings are paid?

Take a look and you will see what we mean here.

Despite these changes by Google, their PPC is still texted-based and therefore limited in conversion and utility. We know that the majority of people today, especially on their smaller smart phone screens, want to watch instead of read. Studies indicate that fully 85% of all US internet traffic will be video by 2019. Does this mean that Google PPC is becoming an antiquated form of online advertising all together? And does this mobile-driven move really indicate a more troubling issue for Google and how they potentially compete with alternative search vehicles such as apps and social media?

Time will tell...

#mobile #ppc #adwords #payperclick #google

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