Google up to date its documentation on how the Google Advertisements public sale works to say, “We run completely different auctions for every advert location.” Beforehand, that doc didn’t say that and the PPC group is questioning what modified and why Google didn’t announce this modification extra broadly.
What modified. Google added these strains to the highest of that doc:
“When somebody searches on Google, we run completely different auctions for every advert location – for instance prime adverts are chosen by a unique advert public sale from adverts that present in different advert places. Your adverts will solely present as soon as in a single advert location, however throughout advert places your adverts can present greater than as soon as.”
Why the change. Google has not but commented (I requested final evening) on why the change however I believe this has to do with Google altering its definition of prime adverts final yr. Then Google informed us this only a “definitional change” and that it could not have an effect on how efficiency metrics are calculated.
The definition was up to date to say:
“When folks search on Google, textual content adverts can seem at completely different positions relative to natural search outcomes. High adverts are adjoining to the highest natural search outcomes. High adverts are typically above the highest natural outcomes, though prime adverts might present under the highest natural search outcomes on sure queries. Placement of prime adverts is dynamic and should change primarily based on the consumer’s search.”
Google has been mixing adverts throughout the free natural outcomes for the previous yr or so and with that change, perhaps it is sensible to vary how the advert public sale works.
Regarding the part round Google exhibiting the identical advert on the identical search outcomes web page however in several advert positions. Google did inform us final December that they’re experimenting with double serving adverts.
Neighborhood response. Anthony Higman noticed this modification and posted about it on LinkedIn, he wrote:
“Unsure how that may precise work and nonetheless be an public sale? And the way a number of auctions may be happening on the identical time and never affect one another?”
Navah Hopkins additionally chimed in on that LinkedIn put up and wrote:
“That is going to erode the standard of the SERP so badly. Prepare for large price range manufacturers to personal all the things and everybody else working to Demand Gen for some probability at standing out.”
Chris Ridley responded as effectively and wrote:
The competitiveness of an public sale – If two adverts competing for a similar place have related advert ranks, cach could have the same alternative to win that place. Because the hole in advert rank between two advertisers’ adverts grows, the higher-ranking advert shall be extra prone to win but in addition might pay the next value per click on for the advantage of the elevated certainty of successful. It undoubtedly feels like one thing they added to attempt to justify the “shaking of the cushions” Again in my day we have been informed {that a} larger Advert Rank would make your CPC decrease.
Why we care. Google altering how the advert public sale works can change how your adverts rank throughout the Google search outcomes. I believe this modification has been in place for a while now however now Google is clarifying this of their documentation.
We’re ready to listen to from Google on this modification and can replace this story after we hear again.
